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How does a celebrity declare their affiliations to certain brands in fewer than 140 characters? Many may have to learn, after a clampdown by the government's consumer watchdog on non-declared endorsements in blogs and on social networking sites such as Twitter.
The Office of Fair Trading (OFT) has begun a crackdown on Twitter users and bloggers using their online presence to endorse products and companies without clearly stating their relationship with the brand.
In the first of its kind, the OFT has brought a case against a PR firm that was discovered to be paying bloggers to write effusively about its clients.