Marketing companies are keen to get their products into the hands of so-called influencers who have loyal online followings because the opinions of such consumers help products stand out amid the clutter, particularly in social media. The proliferation of paid sponsorships online has not been without controversy. Some in the online world deride the actions as kickbacks. Others also question the legitimacy of bloggers' opinions, even when the commercial relationships are clearly outlined to readers. And the Federal Trade Commission is taking a hard look at such practices and may soon require online media to comply with disclosure rules under its truth-in-advertising guidelines. A draft of the new rules was posted for public comments this year and the staff is to make a formal recommendation to be presented to the commissioners for a vote, perhaps by early fall.
