Mommyblogger product review disclosure

Written by Astacia Carter

Mom Types - Mommy Bloggers

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Earlier this year, the Federal Trade Commission announced it was looking into extending product liability to internet reviewers. This had mommybloggers tucking their tails. To many, getting new products to review and/or giveaway is a perk of writing about your life. This commotion has reiterated the need for full disclosure on your site.

Why disclose?

Lack of disclosure causes confusion. Any blog that has product advertisement, reviews or giveaways should have the following:

• Category for product reviews, promotions, advertisements and giveaways
• State whether or not you were paid for the post or received any sort of compensation (this includes the free product)
• Clear and accessible disclosure policy. View mine. You are welcome to copy it.

Who cares?

All your readers and any reputable PR firm. It is in everyone's best interest to have your relationship with the product spelled out for the whole internet. In 2006, a blog appeared titled Wal-Marting Across America. It featured the stories of a happy couple traveling around the country visiting Wal-Mart stores. Every post was glowing with praise for the stores. it had a huge following. Until someone called them out. The writers failed to disclose they were paid by Wal-Mart's PR firm. It turned disastrous. Don't let this happen to you. (Read more in Business Week¹)

Other bloggers care because if you are not properly disclosing your relationships, you water down the credibility for all. The media only sees the negative stories. The more bloggers who disclose, the stronger the blogosphere becomes.

Federal Liability

At this point, the FTC has stated it is not interested in mommybloggers. Specifically, those who write reviews and host giveaways without monetary payment. They iffy part comes for those who participate in pay-for-post campaigns. Also, product review blogs may be liable in the future. You can protect yourself proactively by:

• Providing full disclosure on your site.
• Write fair and balanced reviews. Write pros and cons.
• Consider incorporating. Filing as an LLC is typically $200 or less in most states. Many states provide online filing now. Turning your company into an LLC will protect your personal assets from your business assets.
  
• Space your reviews and promotions (this includes giveaways) amongst our content. Focus on writing, no the free stuff.

Separation Anxiety

There is still a disagreement as to whether you should have reviews and promotions separate from your content. I say, it's up to you. Personally, I have done it both ways. Right now, I have it all in one site. Everything is sorted by categories and product reviews are in subcategories as well. Any reader coming to my product reviews would know what the post is by looking at my "Filed under:" notation.

Everyone loves getting free stuff. That's nothing to be ashamed of. i just want to remind you that your story is what your readers are coming back for, not your stuff.

Disclosure Buttons for your blog

I made these for you. Please do not link to them. Save them to your hard drive and load them to your database. Bandwidth is precious.

Works Cited:

¹Gogoi, Pallavi . "Wal-Mart's Jim and Laura: The Real Story." BusinessWeek - Business News, Stock Market & Financial Advice. 9 Oct. 2006. 20 May 2009. http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm

This article does not serve as business nor legal advice. The writer nor Type-A Mom assume responsibility for it's use. Always consult your lawyer.

Astacia is a mommyblogger and product reviewer. Her site is Mamikaze.

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