FTC mulls new rules to monitor pitches by paid bloggers

04/13/2009 | Advertising Age (tiered subscription model)

Bloggers, word-of-mouth marketers and users of social media sites who are paid to promote or review products could be subject to Federal Trade Commission rules governing the use of false statements, under proposed new guidelines from the regulatory agency. Ad industry groups, while supporting the need to ensure truthfulness in testimonial marketing, cautioned the FTC against going so far as to block newer strategies such as blogging and viral marketing.

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