The End of Blogging? Bah, Humbug!

Aloha, meine Freunde.

I cannot but help notice the recent outpourings of the doomsayers on numerous webmaster forums in response to the FTC’s recent revision to their 30 year old guidelines for advertisers. “It’s the end of blogging as we know it, Jim” some are screaming while at the other end of the rationale spectrum they are griping “It’s the end of free speech as we know it, Jim.” Coincidentally, the updates come in to effect today.

So what is all the fuss about? As far as I see it, the FTC are attempting to restrict the practices of,  i) online sellers/marketers who are in cahoots with large-scale, apparently reputable, ‘review’ sites, and, ii) online sellers/marketers who ‘buy’ large volumes of blog reviews in order to gain influence.

At the moment, there should be disclosure if there is a material connection (either money, or free products or some other enticement) between the reviewer and the seller of the product. Under the revised guidelines, there must be disclosure if a material connection exists or the reviewer could be slapped with a bank-balance-busting $11 000 fine.

Heaven alone knows how this will play out. How will they enforce this? Will it lead to a snitch-a-rama as bloggers seek to get one up on their counterparts? What constitutes a review and not just a passing opinion? If I own a Nikon D70s digital camera, then why the devil am I not able to review it as I see fit. Do the FTC have any jurisdiction outside US trade borders? One thing I think we all know, lawyers will be kept busy and financially flush for a long time as a result of these measures.

Simmer down, ladies and gentlemen, all is fine. The vast majority of bloggers are not so lucky as to have piles of digital cameras, flat screen TVs etc. turning up for review each day. Nor are shady, dark-suited marketing types banging at our doors with piles of crisp banknotes requesting reviews.

Blog on, blog on, with hope in your heart… It really is business as usual for most.