Quick Query: Attorney Explains New FTC Blogging Guidelines
The U.S. Federal Trade Commission has updated its rules concerning endorsements and testimonials in advertising. Beginning December 1st, the FTC will require bloggers and other reviewers to disclose any payments or free products they receive from advertisers. Julie O'Neill, with the Washington, D.C. office of the law firm Morrison & Foerster, tells us ways in which ecommerce merchants can adapt to the new regulations. PeC: Can you explain what the new FTC endorsement guides are and, secondly, explain the changes that apply to bloggers and reviewers? Julie O'Neill: Absolutely. It is a guide. It's not a law. But folks shouldn't be misled into thinking that the FTC isn't serious about them. Basically, the FTC issues guides ...