Bloggers can be highly influential. On the one hand, we read their pieces because we value their opinions and ideas, but on the other, do we really know their motivations? There is a growing trend for social media and public relations agencies to approach bloggers to get them to “blogvertize” on their behalf. The agencies also insist that such bloggers make no mention of the fact that they are being paid to make positive statements about certain products and services. In the United Kingdom, the Advertising Standards Authority (ASA) states that it is acceptable for a blogger to receive payment for a positive review, but the blogger has to be clear that they are advertising. The ASA suggests signposting paid-for posts. It argues that just like any other media, consumers need to be able to judge whether or not they are seeing an advertisement. The clear rules are that advertisements must be obviously identifiable as such and not likely to mislead.

Are there clear rules in your country concerning blogvertorials, such as the U.S. Federal Trade Commission’s disclosure rules on using social media for the promotion of products and services? If yes, can the rules help in controlling blogvertorials written in other countries? What sanctions should be imposed on those who promote blogvertorials without flagging them as such?