So this is another one that’s kinda remote from hunting, but I thought it was relevant right now, and I wanted to share it in a public way, rather than a little disclaimer on the side of the page or something.
I’ve made a policy here on this blog to only review products and services I’ve actually put my own hands on. It’s just the way I want to do business. I get press releases and product updates all the time, and I appreciate being in the know about what’s going on in the industry… but before I review something, whether I’m recommending it or not, I want to put it to work.
(If there is an exception to this, it’s when it comes to gear at a trade show, such as the SHOT Show, when I’m spotlighting new or innovative products.)
Anyway, this came up again today when I read about the new ruling from the Federal Trade Commission (FTC) regarding “endorsements” and product reviews. Under the new rules, bloggers and celebrities who receive free or discounted products or services in exchange for a review must disclose that relationship.
In other words, if Mathews sends me a new bow to try out (I wish!), I must tell you that they sent it to me in exchange for the review. I can’t just pretend like I’m doing this review out of the blue.
The rationale, of course, is the same as with print and television endorsements. Consumers have a right to know if someone is being compensated in exchange for their promotion of a product or service. There’s always a risk of the quid-pro-quo arrangement between the reviewer and the company, and folks should read this kind of review with their eyes wide open.
I don’t really have a problem with the law from a practical perspective. I know, for a fact, that there are people out there using their blogs as paid advertisements for various companies, and I think that’s just wrong. But then, I put a lot of value on honesty and integrity. Not everyone does.
Theoretically, the law will extend the “truth in advertising” ideal to the blogosphere. Theoretically, folks looking for product reviews will be able to distinguish between the “paid commentary” and the honest reviewer. The blogsites set up as false fronts for advertisers will be unmasked. It will force bloggers and product reviewers to accept accountability for what they write. Consumers will be able to educate themselves if all the cards are on the table.
But that’s all theoretical.
In reality, nothing is really going to change.
One only needs to look at television ads these days to know that the marketing and advertising industry is way ahead of these puerile regulatory controls on truth and honesty. For every rule, there’s a loophole, and these guys are masters at finding them. If the FTC can’t even control television and print media, what the hell makes them think they’re going to be able to get a handle on the blogosphere?
This is another toothless effort by the Feds to appease angry consumers without actually changing any process or procedure. The FTC is not assigning new agents to monitor and prosecute violators of the new law. They’re not even setting up any kind of cohesive program to enforce it. In short, it’s a waste of energy and tax dollars.
Look folks, Caveat emptor does not mean “empty cerebral cavity”!
As consumers, we are all responsible for our own protection. There’s a wide variety of fact and fiction out there, much of it masquerading as “truth”. It’s up to the individual to pick through that miasma and double-check the facts before buying… whether you’re buying a product, a service, or an ideology. We shouldn’t be expecting the federal government to play nursemaid over our shoulders.
Anyway…
For my part, I’ll continue to do as I have. I’m always open about who sent me a product to try out, and I’m also always honest in my reviews. Sometimes the folks who sent me the product might be a little sorry they did, because I’ll not hesitate to pan it if it’s no good.
So if you’re a reader here on the Hog Blog, that’s my commitment to you. And if you’re a company with a hunting or outdoors product to promote, I’d be glad to talk to you about doing a review… but be prepared to send me a sample, or invite me out to try your service. In return, you’ll get an honest critique here on this blog.
Uh, it’s more than that. You don’t just have to disclose it in your review. You have to disclose it any time you discuss the brand in any positive way at any point. If you forget to do it, you could be prosecuted and fined $11,000.
More interestingly, the FTC says they are really going to focus on prosecuting companies with these guidelines. In the guidelines, companies are told that when working with new media, they must have disclosure policies in place and monitor everything you say with an attempt to control that you never forgot to put the disclosure in and that you never make a single mistake in talking about the features of their products. If you forget to disclose in a future post or mistakenly say the bow can do something it cannot, then they are also on the hook for each violation.
Oh, the fine is for each violation. So if you mess up more than once, either you or the company, or both, could be fined for each and every post.
Also, they do not put a value on the product received. You don’t have to receive something as big as bow to trigger the policies. If you have ever regularly received any kind of goodies from any company, you are liable, as is the company. So don’t pick up too many hats at SHOT or say anything remotely positive about any company that is giving out any goodies to writers.