This morning an article by L. Gordon Crovitz appeared in the Wall Street Journal. In it, he criticized the Federal Trade Commission’s recent update of the “Guides Concerning the Use of Endorsements and Testimonials in Advertising.” The updated rules now require those posting blogs, commenting on FaceBook, posting on Twitter, or using other social media to disclose affiliation with products they endorse.
I think we can all agree that it is nice to know if Blogger X is paid to endorse a product made by XYZ Corporation, but the rules go so far as to mandate disclosure if Blogger X were to receive a free sample from XYZ Corporation for review.
The article caught my eye since Dixon Golf relies heavily upon social media to tell its story. Traditional advertising is unable to tell the story and relate the benefits of an eco-friendly golf ball, and it is not capable of affecting or promoting environmental change.
Furthermore, telling the story is only half of the effort. With a new product, it is important that consumers receive unbiased feedback. Dixon Golf has offered a number of bloggers discounted or even free product in order to get the word out. While bloggers have received discounted or free product, they are in no way obligated to endorse the product. We leave it up to the product to speak for itself.
And speak for itself it has. Throughout the blogosphere, one can find raving reviews of the Dixon Earth ball. It has met with critical acclaim in both the golf industry and green community. We are excited about the success, and we would like to see the Federal Trade Commission let free speech take its course so that consumers are provided the best, most accurate and honest information.