FTC rules that bloggers must disclose relationships with review suppliers
Today the US Federal Trade Commission decided that bloggers, celebrities, and other media outlets must disclose any payments in cash or in-kind material compensation that they accept from companies in exchange for product reviews or endorsements; payments in this case are not limited to cash, but anything of value, up to and including the product itself. This is the first time since 1980 that they have updated the document entitled Guides Concerning the Use of Endorsements and Testimonials in Advertising.
The Icrontic editorial inbox lit up today with concerned readers and friends asking how this affects us. The short answer is–it doesn’t. In the first place, we have never accepted (or actually even been offered) cash to review a product. It is, however, implied that we have received the actual product in order to review it–after all, we can’t exactly review something unless we have it in our hands.
Sometimes companies demand things be sent back to them. This is common with expensive hardware or with certain large game publishers, for example. We get the product, review it, and send it back at their expense. We don’t get to keep the product, but we do get the exposure and traffic from having reviewed it. Sometimes, of course, we do get to keep the items involved. There is, however, only so much you can do with a box of review heatsinks or piles of review cases; most of the time we collect it all up and give them away as door prizes at events such as Expo Icrontic. Occasionally we get use out of review hardware. For example, the HTPC setup at IcronticHQ is made up of hardware given to us by AMD. Our media room and guest areas are full of Sumo bags that we’ve gotten as review samples. In exchange, they get exposure and headlines from the reviews and other content we generate from those goods. (more…)
Ready to 






