Here’s a scary thought for PR people: the Federal Trade Commission is expected to adopt a new regulation that would hold companies liable for untrue statements written by bloggers who receive samples of their products. The Financial Times explains:

If a blogger received a free sample of skin lotion and then incorrectly claimed the product cured eczema, the FTC could sue the company for making false or unsubstantiated statements. The blogger could be sued for making false representations.

I’m not really sure how this rule is sensical or fair, since I don’t believe companies can be sued if a journalist writes something incorrect about their product. I know the line blurs in certain situations, but for the most part, I think bloggers should be treated like journalists. However, it appears the FTC sees bloggers as “advertisers” for products and direct mouthpieces of the companies that send them samples.

“The guides needed to be updated to address not only the changes in technology, but also the consequences of new marketing practices,” said Richard Cleland, assistant director for the FTC’s division of advertising practices. “Word-of-mouth marketing is not exempt from the laws of truthful advertising.”

As a publicist who has sent samples to many bloggers, I can assure you that couldn’t be further from the truth. It looks like the FTC needs a lesson in Blogs 101.

—Alyssa