1-0 for transparency and truth

Posted by Deborah Lewis at Tue, 06/10/2009 - 9:53am in Brand best practice, Internet

The marketing and PR blogosphere is rocking with concern and horror at new FTC guidelines in the US which will require advertisers who pay for endorsements – and those who provide the endorsements, from journalists to consumers to bloggers to celebrities – to reveal the compensation received, whether cash or in kind, and to be liable for a fine for any untrue comments or claims.

On the one hand this is a horrifying prospect for all those industries which have been built on a subtle web of paid-for endorsement to make them relevant and interesting: all the travel companies who take journalists and style leaders on lavish all expenses paid trips, every PR who has ever sent fashion writers bags, clothes, make-up.

Just as well that for the time being, these guidelines only apply in the US and those businesses operating in the US.

It strikes me however that this is just about being truthful and transparent about practices that the initiated have long been aware of. It is designed to protect the innocent and create levers for controlling the worst-offending charlatans.

Mostly, I think it’s one up for PR too. The public image of PR belies the fact that evidence, proof points and credibility is the fundamental of what we do, and that “journalism” and “integrity” are not antonyms.

This kind of regulation is actually common sense, and only helps to support what most of us already advise our clients and our businesses – that claims need to stack up. We all know that celebrities are paid for what they say, but now we know that what they say has to be true, or fines will ensue.

It is a resounding endorsement for the art and science of endorsement. And it is proof, if ever it were required, that the truth, warts and all sometimes, is more compelling than all too transparent lies.

Tagged with: USA, PR