FTC Seeks to Regulate Bloggers' Product Reviews

According to an ABC News report, the FTC is considering a policy change which will hold bloggers and other social media users liable for their product reviews. The proposed changes will also require reviewers to clearly disclose any relationship, such as paid endorsements or receipt of free products, with the manufacturer. An official decision is expected this summer. Some people are concerned this is another example of government interference, however, this topic calls attention to an emerging issue.

Are reviewers guilty of false advertising?
The FTC is also discussing holding bloggers liable for exaggerating or making false claims about products. The third-party individual, not the manufacturer would be accountable for false information. If this went in to effect, the professional blogger/reviewer who tried a lotion and proclaimed it was cure for eczema could be in trouble if there was not documentation to support her claim. Essentially, she would be guilty of false advertising.

Are reviewers giving biased endorsements?
Until recently, I was not aware this was a problem. I thought word-of-mouth advertising and product reviews provided in-depth information that was useful and relevant to the average person. I thought they were an invaluable resource for consumers. While doing research online, I discovered a nationally known website and blog which are powered primarily by product reviews from the site's owner. Companies give her free products to review and sponsor giveaways for her readers.

As I watched her video product reviews, I felt the products were being sold to me. Most of the reviews were enthusiastically positive, but did not discuss practical aspects of the products and services or their performance. She back pedaled after making a remotely negative comment in one review. During a taste test, she made comments that detracted from one tester's bad review. To her credit, she did include the bad review, but the overall tone struck me as biased. On the flip side, the limited negative reviews were actually angry rants that did not really apply to customers at large. The product reviews seemed more self-serving than anything else. In short, these reviews lacked everything I expect from a casual reviewer and did not help me make any purchase decisions.

Receiving free items or compensation does not require compromising your integrity.
I think it is perfectly acceptable for companies to offer free products for an honest review. In fact, I am researching such opportunities for myself. (In the meantime, I will continue to review the products I purchase.) However, there must be transparency, honesty and full disclosure for this system to work.

An honest, accurate product review does not have to glorify or condemn the product. Truthful observations and reactions empower customers to make informed purchase decisions that are right for her own lifestyle. Perhaps the proposed regulations will inspire reviewers to reconsider their tactics and methodology. After all, a reviewer should not suggest I buy something she would not purchase herself.

Sources
Personal Experience
"Parenting Blogs May Be Held Liable for Product Reviews", ABCNews.go.com