Blog Post

Feds Eying The Mommy Blogger-Brand Relationship

imageThere’s a reason that brands love mommy bloggers. With more moms turning to the web for parenting advice, camaraderie and product recommendations — a favorable review from the likes of bloggers like Dooce, Melinda Roberts or even a less-known mom with a blog can translate directly to an uptick in sales. But with the FTC trying to tackle the issue of “truth” in social media advertising, the relationship between brands and mommy bloggers is coming under scrutiny.

Nearly 80 percent of moms that blog actually review products, according to Mom Central Consulting (via Mediapost). With that in mind, brands like Frito-Lay and HP have shifted from just sending moms free products to review at random, to cultivating long-term relationships with bloggers that include sponsored vacations and parties. Mom-centric social network CafeMom has an “Influencer” program that members can sign up for specifically to review products.

Laura Fortner, CafeMom’s SVP of marketing and insights, told the AP that the moms aren’t required to give the products favorable reviews. But it’s the assumption that they might feel compelled to do it — in order to receive more products, or because they were outright paid to — that the FTC has to grapple with as it tries to come up with new guidelines for endorsements and testimonials this summer.

3 Responses to “Feds Eying The Mommy Blogger-Brand Relationship”

  1. Not to be sexist but isn't this considered to be a double standard?

    So unless you're a doctor pushing meds to patients and getting paid bonuses to do so, mom bloggers are not allowed to be influenced by a potato chip company to give a favorable review for free samples?

    Okay let me get this straight again. Women are paid less than men for the same jobs, and when women seek to make money in other ways there is a government intervention to stop them.

    I'm going to quote Mompsy "That's rich."

  2. Once again this is the government sticking their nose in where it doesn't belong. If a Mommy blogger wants to review products as part of her blog/business model and companies want to compensate her that's between those two entities.

    A smart Mommy blogger will strike a balance between being truthful with her audience (if she wants to keep that audience) while cultivating a good working relationship with her sponsor companies.

    I think most Moms who read Mommy blogs get that these reviews are paid for in one fashion or another and take that into consideration. I think it's completely laughable that any branch of the government is trying to get into the "truth seeking" business.That's rich.

    I'm willing to bet they're only interested because they want to know how much Mommy bloggers are getting from these companies in an attempt to slap some sort of additional tax on them! ;)