Disclosure is not just an electronic DJ duo, it is also a principle that responsible bloggers and vloggers should live by. While discussing the updated disclosure regulations by the FTC, I was wondering how disclosure regulations are being dealt with in other countries.
Interestingly, right now Germany is dealing with the issue of vloggers failing to disclose their commercial partnerships with various companies.
Apparently, the German YouTube channel YTITTY (one of the biggest German channels with more than 2.8 million subscribers) is under federal investigation: YTITTY was supposedly endorsing beauty products and electronic devices without disclosing that they were paid to do so.
In this video, YTITTY is promoting a Samsung phone without disclosing that they got paid to do so. This case is currently under federal investigation.
Looking at the German blogosphere in general, I’ve noticed that disclosure guidelines have been ignored for a long time. Sometimes I ask myself: Did she really buy those shades she’s talking about? Did she really like this product or is she being paid to say so?
Unfortunately, you can’t blame the bloggers; external companies that ask bloggers/vloggers to „review“ their products, demand that they DON’T disclose that they were hired to do so. If bloggers do disclose – they will not be compensated. Therefore most bloggers choose not to disclose their relationship – hoping to not get caught by federal agencies.
But what about the readers/viewers? They sense that something seems contrived and the reputational damage is severe. It takes a tremendous amount of time to build a trusting relationship with our audience, but once that trust has been broken it can’t be easily restored. Apart from the ethical implications, Germany has laws/guidelines in terms of disclosure regulations. A simple “company XYZ send me this product for review,” or ” company XYZ asked me to review,” would be perfectly fine. Instead of being motivated by “short term greed”, bloggers/vloggers EVERYWHERE(!) should never underestimate their audience’s attentiveness.
Taking your audience for granted WILL ALWAYS BACKFIRE.
Sure ain’t worth it, YTITTY.
pgyadmu 