We need full disclosure for paid social media and online content

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Does anyone else out there share my concern that without clear and unambiguous disclosure, sponsored social media activity and native advertising have the potential to “poison the well” for everyone – consumers AND solutions providers?  As my colleague Pat Hurley said recently – it’s a classic “prisoner’s dilemma.”  If only a few people do it (openly disclose the fact that they are being paid to say or write something positive about a company or its products), the few suffer and everyone else avoiding disclosure benefits.  I believe that if everyone adopted a full-disclosure policy, everyone would benefit – because consumers could have more trust in the content they find online.  The challenge for solutions providers, is to provide content consumers value, despite knowing that it was paid for, sponsored or “native.”

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