STATE OF THE BLOGOSPHERE 2011: DANGEROUSLY UNAWARE; FTC TO DISCUSS ON CYBER LAW & BUSINESS REPORT
Technorati presented its 2011 State of the Blogosphere at the recent Blog World LA and some of its findings were surprising. Among bloggers working with brands in their content:
* only 45 percent were aware of the 2009 FTC Guidelines on blogger endorsements (two-thirds among professional bloggers);
* yet surprisingly 86% of bloggers disclosed when posts were sponsored or paid for;
* but only 58% disclosed whether free products had been provided for the review.
The FTC updated its endorsement guidelines in 2009 to include bloggers within the scope of disclosure obligations. Mary Engle, the Director of the Federal Trade Commission’s Division of Advertising Practices, who was featured in the FTC’s video series explaining the guidelines will be on Cyber Law and Business Report (CLBR) this Wednesday to discuss the state of compliance with the FTC’s blogger guidelines. CLBR airs Wednesdays at 10AM PT on WebmasterRadio.fm (and free podcasts are available on iTunes).
Shani Higgins’, CEO of Technorati, Blog World presentation of the 2011 survey is below.