"Topic A in the blogosphere: An agency wants to suss out paid endorsements on blogs.
Log on to New York food blog AmateurGourmet.com today, and you’ll see an advertisement for cookbook publisher Cook’s Illustrated, served up by Google’s (GOOG) AdSense service.
No surprise, really, since AdSense matches advertisements to website content. Indeed, Adam Roberts, who writes the blog, has twice tested and reviewed recipes from Cook’s Illustrated. What could be more relevant to readers than a link from one recipe site to another?
Yet despite their utility to readers, ads like these might get Roberts, Cook’s Illustrated and Google in trouble with the Federal Trade Commission.
Today, the Commission announced its new “Guide Concerning the Use of Endorsements and Testimonials in Advertising.” The announcement marks the first regulatory update since 1980, and a long overdue attempt to grapple with the digital transition."
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