By and  on October 13, 2009

The Federal Trade Commission is forcing beauty brands, bloggers and celebrities into an open relationship in new media.

The stream of freebies to beauty bloggers, a common industry practice, must be revealed to readers under guidelines issued last week by the agency to expose material ties between online reviewers and the suppliers of products and services. Similarly, a celebrity who opines on products they are paid to endorse over Twitter or talks up that product on a late night talk show without divulging the sponsorship could run afoul of the FTC.

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