Show Me The Money!

Last week the FTC in the U.S. released new guidelines requiring bloggers to clearly state their connection to advertisers. Most bloggers claim to be “authentic”, but many don’t let their audience in on the fact that marketers are often approaching them to promote products or services.

Erica Ehm sates in the Globe and Mail, “There’s nothing wrong with bloggers getting a lot of free stuff … I also think we should be paid for our reviews,” but how authentic is this? If bloggers like Ehm endorse a product and don’t inform their audience it was either given to them for free and/or they are being compensated for their (positive) opinion, authenticity is seriously undermined. Traditional media outlets have strong rules for journalists against accepting gifts or incentives. Is the blogosphere any different? Should it be?

According to journalist/blogger Mark Evans, making money via a blog is a tough sell. Rather, the blog is a vehicle to attract attention to other commercial activities. It seems every successful blogger who has a decent following is leveraging their online presence into consulting and speaking engagements, and the much-sought-after book deal.

Regardless of the money (or lack thereof) in blogging, certain standards should apply. With so much drivel and vitriolic spew compacting the internet, journalistic standards are a good thing to aspire to.