Posts Tagged ‘new media’

1. New Media gets a dose of ethics from the FTC

   Published on Monday, October 12th, 2009

   It’s fair to say that traditional media has envied the huge freedoms Internet publishers enjoy. On the Internet, any man and his dog can be publishers, editors, ad sales people – at the same time, without the “Chinese Walls” traditional media like newspapers and television are required to have, to avoid accusations of bias and advertorialising.

   Without mentioning anyone in particular, there are influential bloggers and webmasters who have felt that the rules of ethics that bind traditional media do not apply to them. With their enormous reach and clout, they have tremendous power to influence if they decide to endorse products or services, and have at time run foul of the law courts too.

   The trouble is, without transparency, such endorsements could potentially mislead readers.

   There have been some moves to voluntarily introduce for instance a Blogger’s Code of Conduct, but the US Federal Trade Commission (FTC) has had enough and sharpened its tone against the New Endorsers. New roles have been issued and they state quite clearly that if you have material connections with anyone whose products or services you endorse, it must be disclosed.

   Bloggers paid in any form, and this includes receiving free products or services in exchange for reviews, are said to be endorsers by the FTC. From now on, they must disclose their relationships with vendors right up front. Likewise, a firm that pays bloggers or seeks to influence editorial content by supplying material or services for free must say so up front or face legal liability.

   The FTC rules tighten up what can be said in advertising and promotions featuring consumers relating experiences, stating these have to be typical of what results consumers can generally expect.

   Likewise, research cited has to disclose any sponsorship and celebrities endorsing products and services outside traditional ads (in social media campaigns for instance) have to disclose relationships with advertisers and marketers.

   While New Zealand is yet to introduce similar, stringent rules, it should be noted that the Commerce Commission works close with the FTC. New Zealand bloggers for instance who have US audiences could face investigation by the FTC if they do not follow the new rules.

   For public relations practitioners, it’s important to note that FTC could haul not just “endorsers” but also advertisers – for example, agencies initiating social media campaigns – in front of the courts for false or unsubstantiated claims, or for simply not disclosing the connections between the parties.

   Also, saying “results may vary” is no longer a safe harbour qualification for testimonials that endorse products and services. Celebrities or personalities who take part in campaigns must disclose their relationships with advertisers.

   The rules are new and untested, but ethics behind them are clear and simple and will make life easier for all involved. Full disclosure and increased transparency strengthen relationships and trust with audiences with that in mind the FTC’s new rules are most welcome. 

   

2. Hanging by a thread

   Published on Tuesday, October 14th, 2008

   In issues management there is always a new experience to be had, and based on a recent episode online media will bring challenges aplenty for those of us involved in issues and reputation management.

   This new media is like talkback on steroids where those with a point of view or complaint can rage to their heart’s content, largely under the cover of anonymity. 

   Trade Me’s community message board is usually a forum where members, mainly active traders and, from what I have seen, women share advice and experiences.  On the message board there are segments of interest, such as computing, environment, parenting and farming.  Within this structure members are free to start up discussion topics, or threads. 

   A current example of a new thread in the “opinion” segment of the message board is: Does John Key have a wife and children….???  Yesterday this thread attracted 52 comments ranging from criticism of using his daughter in campaign material to comments about his wife. Another thread on the “parenting” segment is titled: Bleeding from the bladder.  Within three hours last evening there were 43 postings, many from the same people.

    All slightly odd – but probably harmless, you might think.  

   My experience was with a product issue – product satisfaction not safety – and a few individuals went beyond mere commentary to actual threats.  

   Unlike talkback, Trade Me’s message board has no anchor point or moderator, such as the radio host, through whom a balancing point of view might be represented.

   So how to you manage such issues?

   From my recent experience, the ABC of managing these situations goes like this:

   • Maintain a ‘clean’ membership of Trade Me – one that has never traded before – and hold it dormant.
   • Seek advice from the Trade Me’s administrators, and discipline yourself to follow it.
   • Respond only to the macro scene, not individual jibes and baiting.
   • Prepare from the outset for the issue to potentially graduate from the dark world of “online’ to traditional media.

   Some general observations:

   • The Trade Me community has its own leaders and followers, and there are members who also communicate and plan with each other offline.
   • If you have a real issue act sooner rather than later – decisively and clearly.
   • The medium is prone to the ill-informed leading the uninformed.
   • The moderate voices in the “community’ are often bullied into submission.
   • The more extreme postings/commentary seem to be made late at night.

    How do you view online media, and is this a medium that you currently monitor?