Are you thinking about offering bloggers free registration in exchange for blogging about your conference? How about giving away some copies of a few books you sell to bloggers in exchange for having them drum up some buzz to boost sales? Maybe you even thought it would be clever to develop a program where you give free membership to a few influential bloggers in exchange for them evangelizing your association to attract new members? And how about those mommy bloggers--you've just read that they're the new influencers and maybe you're working on a campaign to partner with some to spread the word about a parenting-related PSA you're working on?
While bloggers who are passionate about your association, product or event can be great for generating positive word of mouth, there are some caveats you need to be aware of before delving into a campaign that involves you giving them anything in exchange for blog coverage. The last thing you want to do is put either your members or your association at risk of being flagged for violating FTC's new guidelines governing endorsements and testimonials by bloggers. While the chances of either your association or bloggers writing about your products or services being dinged by the FTC are slim, you do need to be aware of the guidelines and do your part to comply with them and make sure bloggers you work with are doing likewise.
You can read the full version of the guidelines if you are so inclined, or watch these video FAQs, but basically what you need to know is:
Bloggers must disclose any and all "material connections" to a company. Material connections include receiving not only cash in exchange for a review or endorsement, but things like a free product or registration for an event, travel expenses to an event.
Guidelines do not have "force of law"; they are merely guidelines.
These guidelines also apply to Facebook, Twitter or any social media platform; they are not just limited to blogs.
Remember: this piece is meant to be informative but not actual legal advice. For specifics about how these guidelines affect your specific association, please consult a real lawyer.
Another great resource is this recording of Blog With Integrity's Town Hall Meeting with Mary Engle, FTC Associate Director of Consumer Protection.

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