FTC admits celebrities can blog for freebies, no disclosure needed
Yes, you, poor mommy blogger, must disclose a sample of baby wipes you didn’t pay for, but people who are important and better than you like Gwyneth Paltrow deserve nice things and thusly don’t have to abide by FTC disclosure rules. While celebrity endorsement has way more pull than your average blogging nobody, details like that don’t matter much to the FTC- Rich Cleland, associate director of the Federal Trade Commission’s ad division, explains the spotty logic behind the favoritism:
The average consumer, Cleland said, might well be aware that celebrities of Paltrow’s stature often receive free clothing, trips and other swag. “It is one of the issues where celebrity endorsements are a little different than person-on-the-street endorsements,” he said. “Would consumers understand that celebrities are always getting free stuff? It’s a factual question.”
Back in October when the new rules became a blogging issue, Steve suggested celebrities might be in trouble considering the new guidelines, but we can all rest easy. People like Gwyneth Paltrow can continue trading their heavily weighted words for “ridiculously lavish” vacations. Sadly, it seems the regulations do only exist to marginalize independent bloggers. Because unfair advantages cannot be allowed to stand.