So there’s this site that has a product I like a lot. It’s a web-based tool that would make for a nice addition to my class site.
Nothing crucial, just something that would add a nice touch.
They offer the basic version for free and an upgraded version for like $10 per month. They’ve offered to give me the upgraded version for free if I give them a great testimonial to use on their page and tell everyone I know how much I like the service.
Is that ethical?
Would they take it away if I neglect to blog about the service? Should I stoop to being a blogging billboard just because I don’t see enough value to spend $10 a month (nor am I in a position to do so?!)
Seems sketchy, what do you think?
Chris: I think you can ethically share a testimonial with the company and get a free giveaway as long as you are telling the truth. If you can and do maintain your intellectual integrity with your testimonial, I see no problem with this. Of course, since you know they want to give you something, there is likely going to be some feeling of pressure that you should cast their product in a positive light. My encouragement would be to write the testimonial/review as if nothing hung in the balance– If you do that you’ll feel good about your integrity (much more important than saving $10 per month) and if they give you the product based on your best-effort objective review– then that is great!
Great ethical dilemma.
But it is not an issue of ‘ethics’ to be paid to ‘advertise’ something. So, ignore that side of your brain.
The choice to ‘advertise’ — whether by virtue of receiving a product for free in exchange for a testimonial (assuming it would be positive) — is a ‘strategy’ and pretty typical business choice.
On the other hand, my good/bad angels (atop the proverbial shoulder) would be asking a different question:
Why is the company paying for a testimonial…and why would you want to be strategically associated for a pay-for-post expectation?
A company confident about their products and services would a) give the product away for free to you as a blogger who is already passionate about it and b) NOT expect you to blog about it in any particular way (knowing full well that you will do so if YOU decide and you will also decide the pro/con issue on your own) and c) that paying for a testimonial means the testimonial is suspect from the second it is offered.
I’d let go of the “Is that ethical?” question. Instead, I’d simply decide as a professional if you want to start doing pay-for-post entries.
Good luck.
Cheers,
Christian
I would concur with Christians assessment. This is not about being ethical – unless you’re being asked to support something you don’t support for the free merchandise. This comes down to “Is this product good enough for me to support?” Would I be comfortable telling my friends about this product and telling them to shell out $10 for the product? There are many many businesses that use this type of advertising and it is not uncommon. We see it in all forms of advertising. Take a look at any magazine and you will find somebody endorsing some product. The question is always “Do you believe the product does what it says and is good as it says.”
It’s not about ethics – it’s about product, advertising and how you feel about being part of that.
GOOD LUCK
KELLY
Here’s my spin on this.
If you like a product, you will endorse it. Bloggers do it all the time.
If you don’t like a product, you will not endorse it.
There are only likely two conditions where an individual or group would endorse a product. 1) If the individual or group truly like/enjoy the product, or 2) if they are being compensated to say that they like the product.
I read you enough to trust that when you say you like something, I believe you. Even putting out a statement like this on your blog shows to me that ethics are a concern. However, for those that don’t read you as much and don’t yet “trust” you, they will likely be aware of these two conditions.
I think ethically, even if you like the product, you need to say that you were compensated for the statement. Let the readers decide, just do everything you can to be upfront.
Of course, this type of things happens all the time. Two good examples: the buff looking men and women on infomercials recommending a weight loss method/technique (with the really small printing “results are not typical” on the bottom”, and business analysts recommending equities … they are required by law to state that they have been compensated (anti pump-and-dump measures).
Thanks for your thinking about this.
Well, the question is do you like the product? If you do there isn’t anything wrong with blogging an endorsement but I do agree with Alec. You need to let people know you were compensated for your testimonial. We hear endorsements daily any time we turn in the TV and see Tiger Woods driving a Buick or whatever he sells. I am sure they gave him at least one car PLUS a whole lot of cash to say how great the car is.