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Bloggers have to lift the mask

Posted in General, Media, Digital, Branwell Johnson April 8th, 2008 by Branwell Johnson

Been blogging on behalf of your company lately – either on the corporate site or on other sites? Careful how you present yourself because any pseudonyms or misdirection will soon be a criminal act.

The days of the internet as a “Wild West frontier” for marketing experimentation and downright sharp practice look to be numbered. Legislation is spreading over a variety of issues, including marketing to kids. One strategy marketers doubtless have pursued in recent times is blogging under a false name to big up the brand or defend practices without giving the game away that the blog poster has a vested interest.

No more. The Consumer Protection from Unfair Trading Regulations act 2008 will apply from 28 May and will clamp down on the practice of “flogs” or fake blogs.

A section of the act states that “falsely representing oneself as a consumer” will be illegal. There have been some high profile exposés of companies blogging using false personas and I’ve no doubt it is a widespread practise as web 2.0 becomes about recommendation and trusted word of mouth.

There is already a huge risk accompanying the fake blog tactic because if there is an unmasking the potential consumer backlash can far outweigh any original benefit, as Sony and Wal-Mart have both found out in the States. Anyone think the game is worth the candle?