Bloggers Must Disclose:

Bloggers must disclosure “material connections”: The Federal Trade Commission, FTC has updated its guidelines on endorsements and testimonials which now include bloggers for the first time. The "Guides Concerning the Use of Endorsements and Testimonials in Advertising" can be found on the FTC’s site. According to examples provided for in the guidelines: Bloggers must disclosure “material connections” (i.e. when they receive free goods and services) when they endorse a good or service. These guidelines are open for comment for a period of time. The IAB, the Internet Advertising Bureau writes in a letter to the FTC that the new guidelines clamp down on one medium i.e. the Internet but not another and this constitutes a First Amendment violation. But should they apply to all media? Does a Blogger located in Toronto, Ontario and selling in the U.S.A. have to comply with these guidelines? More to come at www.law4it.com.