Blog World Expo Key Note Panel: Sponsored Content
I am at Blog World Expo in Las Vegas and today of all the panels, one generated the most buzz and controversy: Sponsored Conversations. The session included: Jeremiah Owyang, Ted Murphy, Wendy Piersall, Jennifer Leggio.
The panel started with an overview of new FTC guidelines which require bloggers to disclose if they were given money or products in exchange for coverage. Lots of gray area remains in defining what is considered compensation. The rules also make bloggers as libel as advertisers for product claims.
In the session about 60 percent of attendees were in favor of sponsored conversations. While only a small percentage were against. The theme of the panelists thoughts were that some sponsored conversations could work in the right situations. However, panelists made it known that sponsored conversations can be very damaging to brand reputation when done wrong.
It was clear that so much needs to be decided in this sector, but the bigger question is how the FTC will enforce this across the mound of content that is published each day on the web.
I would have enjoyed hearing the entire panel discussion as there are many points to address. I do think that sponsored conversations could work in the right situations and that full disclosure is good.
I am sure that the conversation will continue.