Pentru prima data dupa 1980, FTC-ul american (Federal Trade Comission este un soi de Consiliu al Concurentei, mixat cu Autoritatea pentru Protectia Consumatorilor) a decis sa isi revizuiasca politicile si recomandarile publice referitoare la sustineri sau testimoniale comerciale (Endorsement and Testimonial Policies and Guidelines). POtrivit proiectului, vor fi incluse in noile directive si platforme inovatoare ca blogurile sau forumurile. Cu alte cuvinte, daca folosesti blogul pentru a face o recenzie pentru un anumit produs, americanii vor avea reguli care sa stabileasca ce poti face si ce nu.

Iata un exemplu de reglementare ce va sa vina:

endorsements refers to any advertising message (including verbal statements, demonstrations or depictions of the name, signature, likeness, or any other identifying personal characteristic of an individual or the name/seal of an organization) that consumers are likely to believe reflects the opinions, findings or experience of an independent party other than the advertiser about a particular product.

Generally speaking, endorsements:

  • (i) must reflect the honest opinions, findings, beliefs or experiences of the endorser,
  • (ii) may not convey an express or implied representation that would be deceptive if made by the actual advertiser,
  • (iii) may not be presented out of context or worded so as to distort in any way the endorser’s opinion or experience with the advertised product, and
  • (iv) may only be communicated by endorsers who are bona fide users of the product at the time of the endorsement, and the endorsement may continue to run so long as the advertiser has good reason to believe that the endorser remains a bona fide user of the product. From a liability perspective, both advertisers and endorsers alike can be held liable on the basis of false or unsubstantiated statements made through endorsements.

Pentru cei interesati, intregul document se regaseste aici. O sa propun IAB-ului din Romania o integrare a acestor norme in viitorul cod de conduita pe care il va impune in piata. De ce este nevoie de astfel de reguli? In primul rand pentru protectia consumatorului. Si in al doilea rand pentru ca noi, ca industrie, avem nevoie de responsabilizare. Un cuvant care s-a dovedit prea greu pana acum.