Can Bloggers Accept Free Products or Services?
FTC Cracks Down on Common Practice of Company Comp Gifts
Oct 13, 2009
Most online bloggers or online site owners who do well online and gather a decent following will be approached by companies with offers of free samples. This is not unique to online. It is a common marketing practice in terms of media types and a way for companies to get the word out about products.
Most Common Freebie Offers
Traditionally, books and tickets to events have been offered free to the media. There’s not much to be made from book sales with the low overhead, and a few seats to an event like a movie preview or to a theatre production do not cost a company much. A writer will invest much more time in reading a book or seeing a show or sporting event and then writing about it than reaped in personal benefits in most cases.
Blogger gifts can be much more expensive though and can include virtually any type of product that can be imagined. An online blogger or online reviewer may be offered free digital cameras for review or netbooks or tools. The list could go on endlessly. If it’s sold, it may be offered to an online writer.
In some cases, items sent out for free may be high ticket goods which should be claimed on taxes but often are not. Someone writing on electronic goods online, for example, could accept thousands of dollars in freebies and simply use the items and write about them or not. While no money is exchanged, the blogger does get value out of such deals.
Concerns About Blogger Freebies
The key concern as far as bloggers accepting freebies is that reviews will be positive regardless of the quality of the goods. In some cases, an online writer will not want to kick a gift horse in the mouth and may recommend a product that was provided free of charge rather than chance being banned from the company free gift list.
The Federal Trade Commission (FTC) is well aware of the concerns, and new laws concerning online gifts go into effect as of December 1, 2009 concerning disclosure as far as bloggers and other online writers and the acceptable approach to freebies or comp items online.
The FTC is, of course, concerned with consumer issues, so while companies may get burned too (so to speak) by sending out a gift and getting a bad review or none at all, the laws requiring disclosure are designed to protect consumers. After all, some people do believe everything they read and may think that the next magic bullet will be a cure for whatever ails them or that a paid thumbs up from a personable but unethical online writer is fully legitimate.
How Should Bloggers and Other Online Writers Handle Freebie Offers?
Even with new laws, it is doubtful that online writers will stop getting offers for free samples and free gifts. Offering free products is, after all, one way of getting the word out about new products, and companies have found the approach successful.
Disclosure is the key (legally and ethically speaking), so online writers need to note when something was provided for testing purposes at no charge. For many online reviewers or blog owners, the source of the product makes no difference. That just needs to be spelled out, and that’s really all the FTC is requiring.
Keeping it Legal and Ethical Online When it Comes to Free Product Samples
First, bloggers and others working online should be clear with companies that positive online reviews or links can’t be bought. Polices regarding company comps can be posted on the blog or site, or those rules (so to speak) can be addressed in email when working with companies offering freebies.
Secondly, bloggers or web site owners need to be clear about any possible conflict of interest. A review or mention of a free product from a company should be noted when writing about a product or service. That can be in the review or added as a footnote of sorts. For example, a blogger may say something along the lines of: “This product was provided free of charge by _____ in exchange for an honest evaluation and review.”
Benefits for All with Online Freebie Disclosures
With the new laws, onliners may be more clear with companies that positive publicity can't be bought. If a company wants to chance a negative review, that's fine. They should not expect raves for poor products simply because they send out free stuff. Discussions beforehand simply keep things on the up and up.
On the consumer end, potential buyers or customers will know if a blogger or online writer did get a product free. For those bloggers who are honest in terms of reviews, loyal readers will likely not care. If so, consumers know and have other options for considering buying decisions.
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