Today, a topic came to life over a blog post I did about FNB. I was asked by Rafiq , whether FNB were paying me to review their financial services. As a result, people started questioning whether it’s important to tell your readers that a review is a paid review, when it has been paid for.
I think it’s a good topic, one which definitely deserves some discussion. So, the question is – If you’re paid to review something, should you tell your readers?
My opinion:
Yes and no. I feel that if a company asks you to review a service or product they offer, if your post is going to be specifically about that project and is going to lean very positively towards the product or service, then I think it’s important to state that the review is paid for – when did you ever read a negative paid review after all?
If you’re being paid for product placement, as on TV, then I don’t think it’s critical. If I was an avid fan of toothbrushes and I was asked by Colgate to mention my their new tooth paste in a post, then I would not be writing a complete review about the new tooth paste, but rather just mentioning it in one of my posts, therefore not requiring my audience to know that I’m being paid.
It’s a difficult topic, one which should actually be decided by the logger in question and nobody else, after all, it’s his/her audience.
Another thing is that when you mention a review is paid for, people automatically change their frame of mind and are less keen to read more or click links, but at the same time, showing that you do paid reviews, communicates potential to other advertisers.
Conclusion:
If you’re being paid to review a product and you don’t agree with the subject matter, then state that it’s a paid review. If you’re reviewing a product and you agree with the content, don’t be as inclined to mention it as a paid review.
Remember, it’s your audience, they come to you, treat them how you always have and they’ll return.
We were discussing this very issue around the braai on Saturday.
Can’t agree I am afraid.
If you’re being paid to review a product/event/anything, say so or don’t. It becomes too subjective otherwise.
PR and media companies in SA are becoming that much more aware of the reach of bloggers and in the last few months I have noticed a significant increase in what appear to be “pay to blog” entries and expect to see more going forward. Your site is well read and you can expect to be targeted.
I think your decision should be objective, not subjective.
It’s better to state you’re doing a paid review. Especially if you have optimised the page so that you rank number one for a keyword.
I heard about 1800 degrees at the weekend and did a search for the restaurant on Sunday. Guess whose website ranked for that term on Sunday?
It was a ‘glowing’ review of the restaurant. *That* isn’t ethical.
Chris: I do not think any person is under any obligation to let the reader know if the you were paid or not. What does it matter to other people? Even if a company does approach you to blog about something in exchange for payment, it is still no reason to say that.
Last thing that goes through my mind is how much you make with your blog etc. Maybe the ones who moan are jealous.
Rustig, this isn’t about being jealous; it’s about being open and being honest with your customers.
I wouldn’t buy from a company who tries to fool its customers like that.
And I think that most US companies are succeeding at being transparent. SA companies have a lot to learn.
I think if it’s your own words and not some press release from the company then it’s okay.
If a company gives you a press release type article singing their praises to copy and paste on your blog then I think it’s only ethical to say that it’s a paid review and not necessarily your own views on the subject/topic.
So my answer is also yes and no.
I think it’s un-cool for somebody to ask you in public(i.e the comment section) if you got paid for a post. It’s none of our business how much you do or don’t make.
my 2c
Well, if I was even _in_ the paid posts business, I don’t think I’d do _any_ post for a company/service that I don’t agree with. Basically, if I wasn’t happy with the service, then I’m not going to lie to the rest of the world with a rave review, paid or not.
I’d say, only distinguish paid posts if it could otherwise be confused with the rest of your (non-paid) content. If your niche is Leather Handbags, and a manufacturer wants a paid post about their handbags, then mention it’s a paid post. On a mixed-bag blog like iMOD, regulars should be able to tell the difference anyway ;)
I think that transparency is important in today’s online media climate. Ultimately, you are being paid to post something – regardless of your views on the product you are posting, so this should be stated.
Being paid to review a restaurant is a lot different to visiting a restaurant and then posting about it, and bar major issues with the product, you are most likely going to give a positive review for paid posts.
Reputation management is starting to become a huge trend with companies, especially online, and having good paid reviews on high ranking blogs is a good tactic to increase customer opinion. If a potential customer reads a review that seems to be a normal post, you are basically helping them form a positive view on the company you are subtly promoting.
This is all really so interesting! It’s great to have a thread which allows for people to express their opinions and see what other people think about such a topic.
Thanks for all the comments everyone :)