Blogger Reviews Blues

Here’s news to tickle the hearts of marketers and mom bloggers alike: the Federal Trade Commission (FTC) is considering holding mom bloggers liable for product reviews.

What?

Allow this reporter-turned-publicist to point out that never in the history of journalism have traditional media been held responsible for reviewing products.

So what possible justification can there be for mommy bloggers to suddenly bear a burden that traditional media never have?

It appears that the FTC may consider such reviews advertising as opposed to editorial.

“The proposed revisions signal that the commission will apply existing principles of advertising law to new forms of media, like blogs,” according to an article posted recently on the  ABC News site.

The concern is “about those instances when (testimonials) are delivered and it is not made obvious that it’s an advertisement for a company,” said FTC spokesperson Richard Cleland.

“It would only affect bloggers who are paid to write reviews but the sticky issue that is raised is what happens if a product is given for free,” said Cleland. “That is something we are going to have to address.”

Readers, before either the marketers or mom bloggers among you decide to totally abandon the concept of working together — a foundation on which a vast number of blogs and blogger reputations are based — keep in mind that a decision is not expected to be made until early summer.

My opinion: If mom bloggers become wary of posting about products, a major platform on which the success of social media is built will come crashing down. The result? What is now a win-win situation — for marketers, mom bloggers and their readers alike — will devolve into a scenario where everyone loses.

For more, please visit a good post on the subject, including some helpful recommendations, at Mamanista.