by John Darer CLU ChFC CSSC RSP
The US Government is exploring a new requirement that would mandate individuals writing about products or services online to disclose to readers if they have received any form of compensation.
It seems fair to me.
- Apparently companies pay a staggering $1.6B annually to generate the buzz from paid reviewers.
- The structured settlement industry has occasionally been plagued by what can only be described as “pay-per-post nonsense.” Picture unlicensed writers from far-off villages in the Philippines or India claiming a “friend with a structured settlement” just happened to call them for advice. Coincidentally, these scribes know a “cash now” peddler and sneak in links to them. Some submissions are written so atrociously they could be framed as modern art in the Museum of Bad Prose.
This author also believes that other “paid testimonials” deserve proper disclosure.
- Forge Consulting developed an ad campaign centered around former Senator and Presidential candidate John Edwards’ purported testimonial (in addition to other testimonials).
- From about October 2005 to July 2007 Forge Consulting posted a testimonial purportedly from John Edwards on its website.
- It also used the same “testimonial” in letters to lawyers soliciting structured settlement annuity business.
- The evidence available from public information suggests that it was mathematically impossible for John Edwards to have utilized the structured settlement services of Forge Consulting as implied in the testimonial and the way it was used by Forge to gain a competitive advantage over other licensed insurance agents in soliciting trial lawyers.
- According to publicly available information John Bair, the President of Forge, was a known bundler for Edwards. Unfortunately, this was neither disclosed by Forge with the “testimonial” posted on the website nor in the solicitation letter.
The FTC will vote on the new marketing rules this summer, according to an article in the June 21, 2009 Parade magazine.
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