Kudos to the Federal Trade Commission for updating its guidelines on endorsements and testimonials in advertising for the first time since 1980. In a clear sign of the times, an FTC panel unanimously voted to require bloggers to clearly disclose any "material connection" to an advertiser, including payments for an endorsement or free product.
Rather than have a chilling effect on marketers seeking this type of third-party endorsement, I believe such visibility will now have increased credibility and value. In fact, I suspect communicators to become even more engaged with these "non-traditional media" as more mainstream outlets shut their doors. How ironic, then, that on the day the FTC announced its new guidelines, Conde Nast folded several of its top magazine titles.
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