The FTC's Double Standard On Swag

The Federal Trade Commission's new guides to testimonials and endorsements make untenable distinctions between traditional media and the Internet. In a portion of the guides addressing review copies, the FTC says that bloggers should disclose the receipt of free merchandise, but that people who write for news organizations need not do so. Why the difference? The FTC seems to think that professional news organizations -- but not citizen journalists -- can be trusted to self-regulate in this area. Certainly, some newspapers have policies forbidding writers from accepting swag. But plenty of publications don't think twice about reviewing a book after receiving a free copy, or writing about a movie after attending a free screening. And some newspapers and magazines allow journalists to review a hotel after going on a travel junket, or write about a restaurant after accepting a free meal. Likewise, some citizen journalists and stand-alone bloggers probably accept swag, while others purchase merchandise with their own money and then write about it.