It was only a matter of time. Too long have 'authentic' reviews been churned out, all the while being steered this way or that by the large companies in the shadows.
With citizens' best interests at its core, requiring all bloggers to disclose the nature of their relationship with the companies of the products they review is an honorable pursuit. A daunting one too.
Transparency is an essential element of reporting, if one seeks to obtain, and maintain, people's trust. Be it reporting on world affairs, or the impact of new products on day-to-day life. The internet is a source of abundant and easily accessible information. Unfortunately, a lot of it is inaccurate, serving purposes other than those ostensibly stated. It's relatively easy to look up which companies own certain broadcasting networks and newspapers (information I recently looked up), making us a little skeptical of so-called unbiased reviews they produce. That's OK though, because the connections aren't hidden from us; we have the knowledge to take the necessary precautions. More elusive however, is to find out which blogs are influenced--if at all-- by these companies.
This is why I liked the article on the F.T.C's decision to revise the rules about endorsements and testimonials in advertising. We have to constantly adapt to the rapidly emerging new technologies, and the pitfalls that come along with them. The internet is a great resource, and it would be a shame if it got to a point where we distrusted every bit of information, or blog entry we came across. This is a good step in the right direction.
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