Mittwoch, März 21, 2007

Disclosure-Policy: PayPerPost and Alike

The Word of Mouth Marketing Association (WOMMA) Member Alert:

"Concerns continue to mount over companies such as PayPerPost, Loud Launch, ReviewMe, and SponsoredReviews.com, which compensate bloggers for product mentions or reviews. In a March 9 article, "Blogging for dollars raises questions of online ethics," Los Angeles Times writer Josh Friedman is the latest to focus on the controversy broiling within the marketing community over such practices.

Focusing on Orlando-based PayPerPost, Friedman notes concerns that such business models blur the ethical line between unbiased opinion and product placement. Jeff Jarvis and Jason McCabe Calacanis, two of the nation's most respected business bloggers, are included amongst the critics.

Jarvis, a journalism professor at City University of New York, gets to the heart of the ethical matter when he says, "The problem is the advertisers are trying to buy a blogger's voice, and once they've bought it they own it."

Calacanis, a well-known entrepreneur and founder of Weblogs Inc., was even more critical. "PayPerPost versus authentic blogging is like comparing prostitution with making love to someone you care for deeply," he said. "No one with any level of ethics would get involved with these clowns.

WOMMA shares these critics' concerns [...]" more
(emphasis added)

The WOMMA alert also points to the disclosurepolicy.org created by PayPer Post, where you can create you own "policy" like this:


After you click this button it could tells your users somethink like this: (Create your own)

"This policy is valid from 21 March 2007

This blog is a personal blog written and edited by me. For questions about this blog, please contact Hugo E. Martin.

This blog accepts forms of cash advertising, sponsorship, paid insertions or other forms of compensation.

The compensation received may influence the advertising content, topics or posts made in this blog. That content, advertising space or post may not always be identified as paid or sponsored content.

The owner(s) of this blog is compensated to provide opinion on products, services, websites and various other topics. Even though the owner(s) of this blog receives compensation for our posts or advertisements, we always give our honest opinions, findings, beliefs, or experiences on those topics or products. The views and opinions expressed on this blog are purely the bloggers' own. Any product claim, statistic, quote or other representation about a product or service should be verified with the manufacturer, provider or party in question.

This blog does contain content which might present a conflict of interest. This content may not always be identified.

To get your own policy, go to http://www.disclosurepolicy.org"

THIS IS NOT OUR POLICY ON THIS BLOG - just an example!

This disclosing.policy.org has earned a hefty spanking ... says Jason Calacanis 'WOMMA spanks PayPerPost'

The WOMMA Ethics Code