Bloggers sponsored by marketers using PayPerPost now must disclos...
Bloggers sponsored by marketers using PayPerPost now must disclose payments, and marketers can’t ask bloggers to keep sponsorship secret, PayPerPost said. The company, which links marketers to bloggers, podcasters and other consumer media producers, also raised bloggers’ minimum pay…
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for a post to $5 from $1. PayPerPost had urged bloggers to reveal paid ties using its automated tool at DisclosurePolicy.org. “Proper transparency for WOM [word of mouth] marketing has been an ongoing balance for our members and an issue with little legal precedent,” with the FTC recently declining to act formally against questionable buzz marketing by Proctor & Gamble, BzzAgents and others, PayPerPost CEO Ted Murphy said. “We will undoubtedly lose some marketers and bloggers in the process -- however, we believe this measure serves our marketplace participants long term.” Murphy warned of likely “future FTC scrutiny” for marketers and bloggers not disclosing now.