Mrs. Mecomber's Scrapbook Talking technology, computers, and the Internet… for the average computer user

I know I posted this at my other blog, where I have a large base of blogger readers; but I wanted to mention it here, too, since I get a more diverse readership. And I think the news article is important enough to warrant a repeat. A Financial Times article reports that bloggers and advertisers could be sued if new regulation passes, requiring “truth in advertising.”

The FTC is revising the guidelines for the first time since 1980, in response to the new forms of advertising spawned by the internet.

“The guides needed to be updated to address not only the changes in technology, but also the consequences of new marketing practices,” said Richard Cleland, assistant director for the FTC’s division of advertising practices. “Word-of-mouth marketing is not exempt from the laws of truthful advertising.”

The main target of the new guidelines appears to be the widespread practice of viral marketing in which companies recruit non- employees to talk up products in exchange for samples or promotions.

Companies regularly offer free samples and concert tickets to bloggers and journalists, in the hope of generating press. However, determining which bloggers are acting as an agent of a company may prove difficult.

While I am in favor of truth in advertising– of course!– I think the FTC is taking the viral marketing practice and the role of bloggers too far and too seriously. Bloggers are paid to give their opinions. You really can’t regulate opinions. Well– the government can try, but we all know what a disaster that would pose, both the advertising and to free speech in this country.

I recommend that you read the article yourself. I hope this new regulation does not pass, because the main goal here is not to protect consumers but to silence the small voices that have been gaining popularity on the Internet. I say NO to the FTC regulation.