New FTC Regulations Inhibit Freedom of Speech

The FTC regulations now include social networking and blog posts. According to the revised Guides, which were last updated in 1980, anyone endorsing a product must disclose any “material connections” to the advertiser. This can include payments, free products or discounts on products or services. These regulations include any testimonials or endorsements made on the Internet, including blog posts and posts made to social networking sites such as Facebook or Twitter. I am in favor of transparency in advertising, but as a writer and supporter of free speech, I have some concerns.

Many companies and individuals use the Internet for business advertising, much like they use the mail for advertising. The FTC should hold them accountable to the regulations regardless of where that advertising takes place. However, many people use social networking sites and blogs on the Internet to connect with each other and share opinions, much like sending a letter or chatting in a coffee shop with friends. Although the FTC has regulatory authority over companies which send advertisements through the mail, the FTC has no authority over personal correspondence. Likewise, the FTC should have no regulatory authority over individuals sharing opinions on social networking sites or blogs.

The largest concern I have with the new regulations is that they target social networking and blogging sites. Traditional media are not subject to these new regulations. If that’s the case, then what is the purpose of targeting the Internet? What’s next? The corner coffee shop?

Have You Had Your Tweet Today?

According to a recent Nielson study, 17% of the time we spend on the Internet is spent on social networking sites such as Twitter and Facebook.  That’s almost three times greater than the time we spent on social networks and blog sites just one year ago.  Predictably, advertisers are following the trend. increasing spending on top social networking and blogging sites to $108 million.

Benefits to Advertisers

The benefits to advertisers are clear. First, increased traffic on social networking sites increases the visibility of companies that use these sites for marketing. Advertisers are also better able to target their advertising to specific markets and increase the return on the investment of marketing dollars. Finally, advertisers are able to use blogs and social networking sites to maintain an ongoing dialogue directly with their target markets, increasing the likelihood of recognizing and responding to emerging trends.

What this means for YOU

Ultimately, the benefits come back to YOU. Companies are spending more money online, increasing the need for professional copywriters to provide content. Consumers are becoming more aware of their options and more clear about their needs and desires. This makes it even more essential to write copy that is targeted to help the individual consumer envision how their lives will be improved with a specific product or service. In short, whether you are a copywriter looking to get paid for providing superior content or a consumer looking for a specific product or service, social networking sites can help meet your needs.