It's so nice to see that
the FTC has finally entered the 20th century
http://www.edrants.com/interview-with-the-ftcs-richard-cleland/and is sparing no effort to catch up with 20th century publishing.
Every time a representative of the United States government speaks on the subject of the state of media I just feel safer ans safer, knowing that my well-being is in the competent hands of a truly knowledgeable and experienced professional.
Thus, I submit for your consideration,
Quote 1
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Cleland informed me that the FTC’s main criteria is the degree of relationship between the advertiser and the blogger.
“The primary situation is where there’s a link to the sponsoring seller and the blogger,” said Cleland. And if a blogger repeatedly reviewed similar products
(say, books or smartphones), then the FTC would raise an eyebrow if the blogger either held onto the product or there was any link to an advertisement.
What was the best way to dispense with products (including books)?
“You can return it,” said Cleland. “You review it and return it. I’m not sure that type of situation would be compensation.”
If, however, you held onto the unit, then Cleland insisted that it could serve as “compensation.” You could after all sell the product on the streets.
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Quote 2
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But what’s the difference between an individual employed at a newspaper assigned to cover a beat and an individual blogger covering a beat of her own volition?
“We are distinguishing between who receives the compensation and who does the review,” said Cleland. “In the case where the newspaper receives the book
and it allows the reviewer to review it, it’s still the property of the newspaper. Most of the newspapers have very strict rules about that and on what
happens to those products.”
In the case of books, Cleland saw no problem with a blogger receiving a book, provided there wasn’t a linked advertisement to buy the book and that the
blogger did not keep the book after he had finished reviewing it. Keeping the book would, from Cleland’s standpoint, count as “compensation” and require a disclosure.
But couldn’t the same thing be said of a newspaper critic?
Cleland insisted that when a publisher sends a book to a blogger, there is the expectation of a good review. I informed him that this was not always the
case and observed that some bloggers often receive 20 to 50 books a week. In such cases, the publisher hopes for a review, good or bad. Cleland didn’t
see it that way.
“If a blogger received enough books,” said Cleland, “he could open up a used bookstore.”
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My own experience as a blogger and online reviewer completely supports this obviously well-thought out statement--because if there is any business which promises more financial reimbursement for your time and energy spent as an online book reviewer, it is owning a used bookstore. I've known many a young and penniless but hardworking lad who began his existence as a poor book reviewer and then managed to earn his fortune and become one of those gentlemen used bookstore owners who may take their ease. Really, the only thing simpler is finding a rich girl to marry.
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