Disclosure is Required

We believe it is essential to maintain transparency about the relationship between advertisers, bloggers and blog readers. Bloggers that accept payment for reviewing or promoting your product or service must adhere to PayPerPost's strict policy on disclosure. This policy is intended to protect both the blogger and your company from giving anyone the impression of a conflict of interest or the appearance of impropriety. To that end, we have created tools such as "Disclosure Badges" and a "Disclosure Policy Generator" to help the bloggers inform their readers.

Our disclosure requirements are designed to comply with FTC regulations that state: "When there exists a connection between the endorser and the seller of the advertised product which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience) such connection must be fully disclosed." As an advertiser it is your responsibility to make sure each post meets this FTC requirement. The easiest way to do that is to require each post to contain a Disclosure Badge, a feature that is provided at no extra charge to advertisers. If you ever feel that a blogger hasn't adequately disclosed we request that you flag that post in our system and send it to our review team.

Other than disclosing that certain content is sponsored, bloggers are free to write or say anything they want, subject to each advertiser's instructions to them. Advertisers are encouraged to provide bloggers with information and assets that empower the blogger to communicate through their blog based on the individual blogger's personal beliefs. We will not allow advertisers to request bloggers to make false statements or otherwise compromise the blogger's honesty of opinion.

Other information regarding word of mouth marketing online can be found at WOMMA, The Word of Mouth Marketing Association.