I've notice some discussion recently about so-called "reviews" that are actually not what we have been used to ie not exactly impartial. Anyone who is making money off something is quite possibly not doing an impartial review but more of a sales pitch disguised as a review.
These could be:
- A manufacturer
- A retailer
- An "official" endorser (paid with money, freebies, discounts or product)
- Affiliate, ie getting a commission on sales which are usually generated via a link or a discount code used when purchasing.
Good old fashioned shill
I see nothing wrong as long as they are up front about it but it's not always obvious. Just because they may be famous just well known in a certain niche, doesn't mean you ought to somehow "know" that they have something to gain. Often they try to get round it by the disclosure being right at the end of the video credits which nobody looks at, or just the good old fashioned "small print."
We've all seen those review sites: "the ten best..." which then have links through to Amazon (those people get money back for each sale, ie affiliates)
Or they could be YouTube videos and/or social media. What do we think when we see this kind of thing on SOTW? Should we call them out if they do not make it obvious that they have something to gain?
There are guidelines from the FTC and it seems they are getting tough on social media who allow this to go on:
The scrutiny is on companies and advertisers, not small influencers
www.theverge.com
FTC guidelines:
The official website of the Federal Trade Commission, protecting America’s consumers for over 100 years.
www.ftc.gov
Lots of concern in many places it seems:
Although rules and regulations have been laid out, it seems that influencers and brands are still not clear about disclosure, finds survey.
talkinginfluence.com
Influencer marketers ignore the standards for disclosure and transparency at their (and their brand clients’) peril.
contentmarketinginstitute.com
Despite the fact that the Federal Trade Commission (FTC) began requiring affiliate disclosures in 2013, a new study conducted by researchers at Princeton University has found that very few influencers on YouTube and Pinterest are disclosing affiliate links.
econsultancy.com