We’ve known for a long time that if we don’t self-regulate our industry, the government will step in and do it for us. The Federal Trade Commission is talking about starting to regulate blogs and social media. A large percentage of the people who review or endorse products on social platforms, are of course, affiliates. The FTC is planning to get tougher on results-based advertising claims as well as going after bloggers and marketers who portray products they’re promoting in a less than accurate light.

AdAge reports: “As part of its review of its advertising guidelines, the FTC is proposing that word-of-mouth marketers and bloggers, as well as people on social-media sites such as Facebook, be held liable for any false statements they make about a product they’re promoting, along with the product’s marketer.”

So that means affiliates as well as merchants can be held liable for false or exaggerated claims. SEObook has some great tips.

FTC To Clamp Down On Social Media Marketing

3. Affiliates Beware Of Being Thrown Under A Bus

The FTC are likely to focus on endorsements by third parties.

Often, parent companies may be unwilling to make certain claims, but are more than happy for their affiliates to do so. This, of course, transfers risk to the affiliate.

Make sure both your stories are in sync.

Other stories:

FTC and Viral Marketers May Square Off

FTC To Bar Atypical Results Advertising

Bloggers Be Warned: FTC May Monitor What You Say