If someone you follow on a social network recommends something to you, via an affiliate link, should they disclose it to you or keep it quiet?
As I am sure you know, a lot of people post affiliate links via social networking sites, which they do not disclose. Over the past few months, I have asked people why they are doing this. Some explained that they disclose their affiliate relationships on their blog or website, but not when they tweet affiliate links or post them via Facebook etc. Others told me that they are not legally bound to disclose their relationships to those who followed them, so they don’t. One explained that he sent a tweet out a year or more ago, which said he was an affiliate of a certain course; which he now tweets hidden affiliate links to daily, without disclosure.
There is also an increasingly popular trend right now, where ebooks are packed with affiliate links, and no mention of this anywhere. So, the ebook author strongly recommends products to his or her readers; which the reader doesn’t know the author is being paid to sell. They see the author recommending something and assume it is an unbiased recommendation, rather than something they get paid to sell.
Disclosure and trust
In my experience, trust plays a massive role in commercial success.
We buy from, and recommend, people we trust. Trust is also a key component in the longevity of a business. When someone discloses their relevant commercial relationships, they make it far easier for us to trust them. After all, if they are being honest and open regarding this, it’s natural for us to assume (rightly or wrongly) that they are also honest in other areas of their business.
Equally, if someone is an affiliate of something and they let me know it’s because they researched the product and LOVE it, I am actually even more likely to buy it, than if they just linked without any disclosure.
Disclosure and marketing relationships
People have previously told me, right here on this blog, that they always try to buy products or services via affiliate links, from bloggers / writers they like and trust, as a way of “tipping” them. I have done this many, many times myself. For example, when I bought the Headway blog theme that I use here, I bought it from Danny Brown; because Danny introduced me to Headway (affiliate link) and he uses full disclosure. It felt right to buy via Danny.
The business model for avoiding disclosure is a little unclear (to me.) My assumption is that the decision not to disclose, is based less on a business model, and more on the assumption that if people know you’re being paid to promote something, they will be less inclined to trust you – rather than more inclined. Whatever the reason for failing to disclose, in my experience, people hate having facts deliberately withheld from them.
Disclosure and you
What do think of those who offer full disclosure and those who fail to disclose? What kind of things do you believe need to be disclosed? Get involved and share your thoughts.
Photo: Sasha W
I think you make a really good point, and I think full disclosure is the only way to go.
That said, it could be that folks are less inclined to indicate an affiliate link on twitter due to the limited space. And short of coming up with a “universal” hashtag that everyone will understand (a la #FF), I’m not sure I know a solution to that particular problem.
Kathleen Jaffe´s last undefined ..Response cached until Fri 23 @ 13:01 GMT (Refreshes in 23.96 Hours)
Kathleen – I think yours is an excellent suggestion. I am a fan of full disclosure but agree that it would be difficult on Twitter to disclose without a recognized shorthand/hashtag.
Tammi Kibler´s last blog ..Three HTML Cheats Freelance Writers Should Know
Good idea about the hashtag, Kathleen!
I try and disclose as much as I can on my blog.
I think I have used Amazon Affiliate once since joining in the last 3 months, and I clearly labelled the link as an affiliate link. But then I am only linking to books that I have read anyway, and was linking to the Amazon or book page previously in posts when I mentioned the book.
I also try and make it clear when I have received something for free for review.
I think being up front and honest about it all only strengthens your reputation. Hiding it and being under handed about it will only ruin that reputation when it gets out.
You’re right about the importance of reputation, Darren.
A writer / blogger (or anyone) whose reputation is in question, will quickly have no audience – or business.
I disclose on my blog and websites that I am a Reseller or affiliate of products – and I ONLY become a reseller or affiliate if I absolutely LOVE the service/product and feel confident recommending it.
I can’t stand those who push a product and don’t use it. Or worse, “suggest” a product when they haven’t even read the Terms of Service!
FYI, I love reading your thoughts – thanks for sharing!
Hi Andrea. You make an excellent point, which I wish I had included in the post, regarding promoting things you use and love.
It makes so much more sense, morally and by extension, commercially too.
Thanks for the kind words
I think disclosing affiliate links is crucial to maintaining trust with your readers – whether blog or Twitter or where ever. There are also some US laws that require disclosure, especially on blogs. I’m with Jim, I think that people appreciate honesty and may actually be more willing to use a link to buy something as a thank you for free information. Besides, anything you do online is pretty much on your permanent record, so thinking long-term for your reputation is important.
I think disclosures are very important, in fact I am in the process of doing a bias/disclosure page.
Part of the reason newspapers and journalism have been partly replaced by blogs is because of a lack of disclosure. I read some articles and blogs and can see through their conflicts of interest. I do not really mind conflicts of interest but if the writer is not aware of it, it is a problem.
Eli Radke´s last blog ..Ambiguity Guy
You make an interesting point Eli, regarding the difference between newspapers and blogs.
Typically, you are far more likely to see a leading blogger disclose, than a leading journalist.
Hey there Jim,
I think it’s a no-brainer; if you’re recommending something that sees you being paid, you have to disclose it. Otherwise it could be seen as false advertising, and at least in the States that’s being viewed harshly now with the FTC.
Either have a disclosure page with all affiliates, or individually on each post that you use affiliate offers on.
Twitter is more difficult, but at least out something there to let others know. #AD, for example.
And thanks for the kind words, mate
Danny Brown´s last blog ..Who Are You
Your point about the FTC in the States is a good one, Danny. Their decision to penalise bloggers that do not disclose goods and gifts was largely greeted with scorn, but how sad is it that a rule has to be made, to make people ethical?
The #AD hashtag is one I have seen used, but there’s no real standard there. Pity.
Thanks for popping by Dannt.
I did roll my eyes when all that backlash came out about the FTC ruling.
To me, if you’ve nothing to hide, what’s the issue? Readers aren’t stupid – we don’t mind you getting paid to review something.
But don’t try and fob us off that it’s completely free advice/recommendations; that will piss us off, because now you’ve basically lied to us, and this is exactly why the FTC becoming involved was a good thing.
Danny Brown´s last blog ..3 Simple Ways to Be Cleverly Quiet in Social Media