I promise I won’t keep harping on this, but I have to get it out of my system, so bear with me. And forgive the fact that I’m just now jumping on this bandwagon. PayPerPost.com…yes, them again, has created a website called DisclosurePolicy.org, which is ostensibly designed to address the disclosure issue as it relates to bloggers being paid for posting and other forms of blog marketing that may lack complete transparency.
In a October post, TechCrunch accused PPP of doing something not unlike the tobacco companies, in that they create a “smoke and mirrors” marketing scheme disguised as a public service.
According to TechCrunch, “they are creating a distraction, designed to keep the buzz about PayPerPost going strong, as well as to move people´s attention away from the core issue of blogger disclosure of product shilling.”
An October 30 press release on the PPP site says, “PayPerPost, the leading marketplace for advertisers to reach bloggers, videographers, photographers, podcasters and social networks, today announced it has funded, created and launched DisclosurePolicy.org to accelerate transparency across Consumer Generated Media (CGM). ”
So, which is it? A cleverly devised campaign designed to distract attention away from PayPerPost’s less than stellar record in the disclosure department, or a real attempt to address an issue that needs attention?
Personally, I think PayPerPost just got caught with their hand in the cookie jar, and is trying to find a way to save face by doing something that might be perceived as noble. I guess the same thing could be said about Phillip-Morris.