The Ethics of Blogging

About 10 days ago, I participated in a Webinar on this subject. The audience, primarily American, was focused on this subject with the FCC pronouncement on guidelines for blogging imminent. These have now been released, http://ftc.gov/opa/2009/10/endortest.shtm. Basically, you must disclose if you have been paid or received free goods termed “blog – ola” from anyone you endorse by writing about them. http://www.npr.org/templates/story/story.php?storyId=111083779.

Product reviews on ecommerce sites who receive a free product in return are illegal in the USA now. It seems consumers are mostly unaware that companies have been paying individuals to write favourably about their products online. The legislation appears to be aimed at Citizen Bloggers rather than professionals, with the aim of providing consumers with accurate purchasing information. http://www.wired.com/epicenter/2009/10/ftc-bloggers/.

The FCC acknowledges that bloggers may be subject to different disclosure requirements than reviewers in traditional media. So, as I venture further into the wonderful free blogosphere I will tread carefully, as, of course, all Bloggers are Citizens and maybe also, like me, professional digital people as well, so the lines and rules are blurred. What will this mean for future sponsorship of my blog, and product placement in my video blogs? I think I am still in mostly unchartered waters here, and conscious too of organizations reaction to blogging, but do not want to be put off by this fear. After all, the great thing about the web is freedom of expression, transparency and democracy. In the meantime it might be useful to review disclose policies http://www.speedofcreativity.org/2009/10/05/fcc-mandates-disclosure-for-bloggers-receiving-freebiespayments/

The webinar participants discussed whether these guidelines will interfere with the development of blogging as commercial entities, and whether it is necessary to legislate at all, but clearly the FCC thinks it is.