An Ethical Question … Please Comment

UPDATED (June 10): Thanks everyone for the thoughtful comments. To avoid any question ... going forward, I will disclose how I receive business books reviewed on the blog.

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Lots of great conversation is happening about the ethics of compensating bloggers with cash, in-kind gifts, and special access privileges in exchange for writing a post about the product/service a business provides them.

This conversation has me thinking about how I’ve been compensated for some posts on this blog.

Because I frequently write business book reviews, publishers and publicity firms send me free business books. I’m under no obligation to write anything (be it positive, negative, or nothing at all) in exchange. While not cash, this in-kind gift has a monetary value of about $25 per book.

I’ve probably written over 100 business book reviews on this blog. Some reviews have slammed the book as worthless and others have praised the book as worthwhile. In every case, my authentic opinion has been expressed.

However, I’ve never disclosed when a review is from a business book I received as a gift or from a book I purchased. (By the way, the vast majority of my book reviews are from books I've purchased.)

I’m curious … Do you expect me to disclose whether or not I was gifted the book or paid for the book? Would you trust my review more with this type of disclosure?

Thanks for sharing your feedback.

Comments

[Bruce Philp]

Yes, I do. I think that the value of this channel lies in its authenticity. If bloggers are for sale, then they've got no reason to exist. At least with advertising, you get to watch CSI Miami free; I can't imagine why anyone would voluntarily read a product review on a blog that they even suspected is commercially motivated. Sorry, but it's a no brainer. I've refused gifts from companies I've blogged about even post facto. I'd expect any blogger who values his platform to do the same.

I totally respect that you've asked this question, by the way. You clearly understand what's at stake, at least. Good luck with your 'walk in the snow' on this.

[Beth]

A question like this may have a different answer if I didn't know or trust your opinion. The fact that you say "In every case, my authentic opinion has been expressed." to me is enough. I want to know what you think. Period. May be a different story with someone randomly reviewing something but then why would a reader read their blogs? To me, I'm putting my faith in your established personal brand that you are being authentic.

[Robert Gorell]

That's nonsense, John. I was a music journalist for years, and I can't recall one time -- although I'm sure there were a few -- when I paid for a CD, record, or download. The select few PR folk who are smart enough to send you business books do so because your opinion is influential.

Personally, I don't care if you spent $25 on a book or not. All I care about is whether you're objective.

If a review has done the work necessary to build trust with their audience, that person's objectivity is taken for granted by their readers. But if that trust is taken for granted by the reviewer, and the review gives a glowing or biased review of something that's actually garbage, well, the reviewer's an idiot for trading their credibility for $25 in paper that can't even be used as legal tender.

This, of course, is not the case for food critics. That's a totally different story. Book reviewers don't need to maintain their anonymity or pay their own way because A) the cost of the product is relatively low, and B) it's not like an author can write the book in a better, more sophisticated way, in realtime.

[Dave Barnhart]

Say someone gave you a book. You read it. You blogged your opinion. The question to ask yourself is this: "Does the fact that the author/publisher (instead of just a friend) gave me the book cause me to write about it differently?" If the answer is "No" then I don't care.

[Robert Gorell]

Edit to the above:

"...That's nonsense, John. I was a music journalist for years, and I can't recall one time -- although I'm sure there were a few -- when I paid for a CD, record, or download [that I reviewed]."

In fact, it's common practice to approach the record label -- or publisher, as it were -- for a review copy. Once you do that, though, you wind up on their mailing lists and you get bombarded with free stuff, regardless of whether you ask for it.

[Pam Baggett]

Most book, music, movie, theater, travel reviewers receive free access to same. Only food critics are anonymous, and not always. It's OK if all you're receiving is the book and not any other compensation.

[Tori R.]

I agree with Robert. You have proven yourself to have an independent, objective opinion through your years of maintaining this blog.

I expect bloggers who review product to have received it from the company itself. What I also expect is for the blogger to give me their honest opinion. You have nothing to worry about.

[Dave Fleet]

I think right now the best practice is to disclose when you have received a book for review. By making it clear when you have received a book this way, you can answer the unspoken question of whether receiving the book has swayed your opinion.

As with so many things in social media, it all comes down to trust. Regular readers may likely already have a level of trust such that they don't wonder whether your reviews are honest, but for new or irregular readers it can provide that little bit extra reassurance that you are being forthright with them.

[john moore (from Brand Autopsy)]

Good thoughts everyone. I'm still processing.

[WhizGidget]

Well, I guess the true question lies in this:

Do *you* feel you've been more inclined to review something favorably when you receive it as a gift? Or not favorably - after all, you've received the book, now do you feel obligated to review it (be it good or bad)?

Personally, I don't think I care as long as it was something that you were planning to review anyway, whether or not it was a gift or purchased.

[Todd Sattersten]

I don't think you should have to disclose whether you bought the book or received it from a publicist/author/etc. I don't buy that the $25 not spent is going to influence the review.

The only times I can see the need to make some disclosure is when there is a relationship involving an exchange of money or in kind. The Wine Spectator has been getting in trouble lately for writers going on trips paid for by wine distributors without disclosing it. That sort of thing should be disclosed. If you did work for someone and you review their book, then you should also call that out too.

So, there is a line, but it is much further out than many in this thread would allow.

[Michelle]

If publishers or authors gave you cash, then yes I'd say a line was crossed. But I think "in-kind" donations are not unethical, as long as a no-strings attached policy is evident.

I teach part time, and publishers are always sending me "preview" copies of PR/Marketing books. Sometimes I use the books in class, and other times I don't. Even though I'm not generating an online buzz for the book, I do have an affect on their sales. In either case, free copies are all apart of the PR/Life cycle.

If you are truly struggling with this, why not use the free copies as giveaways on your blog?!

[Thom]

The fact is, I've never read a truly unbiased review. As an informed reader, I seek reviewers who I tend to identify with. If you review the book honestly, I don't care how you got it or if they paid you.
If you give a rave review to some hack work in return for compensation, your regular readers will start to smell it. True fans would know if you sold out; without true fans you're blog will lose substantial readership.
Enjoy your free books; donate them to a school/library/struggling business/etc. when you're done.

[Rudy Kehler]

Thanks for the question. I don't think a line has been crossed but I do believe full disclosure is a good idea. I'd want to know that you received the book, even if only in a footnote. I think knowing would for me, make the reading of the review more engaging.

[Bhartendra]

If you say whatever be the case, you express your authentic opinion, you don't need to disclose.

1. If you are not authentic, then it doesnt matter how got the book.
2. If you are authentic, it doesnt changes anything even if you received that book as gift.

You have to answer this question.No body else.

In either case,no point in disclosing the fact.

I shall ask you a question more important than yours.

Why do you write these blogs ?? Please answer(privately)

[Paul Hebert]

I'd disclose it - just one less thing you need to worry about. The truth means less things to remember and less things to worry about.

[kamranpopkin]

I think that the mere fact you are open to this conversation says it all- you are transparent and authentic organically. Don't change a thing with what you disclose, and when you are through the with books, good or bad, pay them forward to some people or institution that needs 'em.

[Paul (from Idea Sandbox)]

I can't believe you - you lyin' stinkin' cheat.

[Leela@SheSimmers]

I am with Paul Hebert and others who have expressed a similar idea -- a quick mention of how each book lands in your hands prevents any misunderstanding or accusation that could arise in the future. Food bloggers deal with this all the time. I don't review restaurants or products on my blog, so I have not been in this type of situation before. However, I've been approached by a few companies who promise to send me free products or coupons if I will write about their products. I have not taken any of those offers, because I currently have no plan to turn my blog into a review blog. But should I ever decide to review restaurants or products, I will most definitely make it clear to my readers whether the products are sent to me as gifts, whether the restaurant meals are complimentary, etc.

Like you, I'm still processing. On the one hand, it's true that the practice of reviewing free products is common and that, in the end, it's the perceived trustworthiness of the reviewer that counts. On the other hand, several books (CDs, new gluten-free cookies, new Greek yogurt with probiotics-added, etc.) will not get noticed at all let alone mentioned (be it positively or negatively) had they not forced their way, unsolicited, onto the reviewer's desk in the form of free gifts.

So whether a book/product review is negative, positive, or neutral, a product's existence, which could have remained unknown to both the reviewer or the general public for the entirety of its shelf life, has been acknowledged and made known. If all reviewers review only products they find attractive or interesting enough to seek out and buy with their own money, then I suspect many products would have never gotten mentioned at all.

To sum my rambling, personally, I find it helpful to know whether a review is on a.) a book which attracts the attention of someone like John Moore so much that he felt the need to purchase it with his own money, or b.) a book which may or may not attract John Moore as he browses the many titles in a bookstore yet has managed to be read by him because it is a free gift from the author or publisher.

[Matt Tielman]

Building credibility online is based on being transparent. This is what brands should do, and so should you. 'Bribing' bloggers to talk about a product or a brand is another old school marketing trick by lazy marketers.
You will probably remain objective about it, but how many others are. However I strongly believe that these guys will be outed and their credibilty will be severely damaged.
As Paul Herbert said: Just disclose it. And also tell if publishers try to bribe you!

[mvellandi]

I don't believe you should feel compelled to disclose whether you received a book. I don't on the few ones I receive from publishers and SOMEDAY get around to reading & reviewing (which for me tend to be intense reports). This is a labor of love and you're not making any money from it...so hell with it. It's just a book.

[jon burg]

If you write the review the day the book launches, you don't need to disclose. If you are fair about your review, you don't need to disclose.

If you are writing about a book you wouldn't have otherwise written about, disclose.

All I ask as a reader is that you stay real about who you are and what get's you excited. What that is, is up to you. We read because we trust you. Just keep up the great work.

[Stephen Smith]

My own philosophy on this is to reveal the source of the book. I have reviewed plenty of books, some were good and some were not. I simply write a review that is as fair as it can be, sharing my *opinion*, which is all a reviewer should be doing.

If I were to receive a book in the mail with a check and a mad-lib press-release to fill out, and I published it, that makes me a shill, not a reviewer.

[john moore (from Brand Autopsy)]

Thanks everyone for the thoughtful comments. To avoid any question ... going forward, I will disclose how I received any book reviewed on the blog.

[Tracy]

I personally wouldn't care because I trust your opinion. It doesn't mean that I'm going to agree with you though. That's the whole point of a review, just because you liked it doesn't mean I'm going to pull the same thing from it. I don't feel angry if I don't agree with a food or movie reviewer so I would never hold you to a different standard, or demand that you repay me $25 for purchasing a book that I deem is unhelpful.

On the flip side, it wouldn't hurt to mention it for those who are new to your blog. I don't feel that you need to go into a full explanation as how you came by the book, but maybe mention under the header whether you purchased it yourself or not.

[Dan...]

I've seen this type of post and comment stream many times over and have yet to see serious consideration of the daily first-timers who stumble across what bloggers write via tweets, search etc. Although it's fantastic when a blogger builds enough trust with long-time readers that disclosure isn't critical, that discussion can be rather circular when 1st-time readers aren't considered.

As it relates to a "golden rule" for bloggers, the better question may be whether we, as first-time readers, would prefer disclosure by a blogger we haven't read before so we can judge for ourselves. I also believe that's a closer analogy to FTC requirements.

Such a "golden rule" approach applies whether it's cash, books, computers or trips involved. I also believe Disclosure Policies (similar to Privacy Policies) help match reader and blogger expectations -- especially when they connect for the 1st time. I'd encourage you to customize one at http://www.DisclosurePolicy.org/ or create one from scratch -- then link to it from every page of your blog as "Disclosure Policy", giving readers a place they can always search for your conflicts and approach to disclosure.

It's great you declared your new policy on gift books, but how will new readers even know it without a DP?

[john moore (from Brand Autopsy)]

Dan, all readers (new and old) will know because I will, somewhere in the post, say how I received the biz book ... either paid or gifted.

[Dan...]

...and your older posts, which new readers will continue to read with no awareness of your conflict? A dated disclosure policy allows a blogger to explain what may have happened prior to that date (in your case, no disclosure) and what can be expected going forward (in your case, in-post disclosure).

As an analogy, given that most blog content is persistent, it's like our entire collection of posts is delivered daily to various new readers. Would you agree with a magazine only disclosing the conflicts in the later pages, but not earlier, unless they stated that policy somewhere? Would it be more appropriate if they had a Disclosure Policy that said pages 1-100 may contain undisclosed conflicts (reader beware), but pages 100+ always disclose?

[A. Karno]

not a whit, you have cred. I don't care how you get the texts you review. Keep up the amazing work.

[Yvonne Rayburn]

As long as you do an honest good review, I don't really care if you were given the book or purchased it. If you are being compensated to skew the review in some way, that is a totally different story but being given a book and asked to read/review...as long as you are honest, is fine.

[Barbara Henricks]

As someone on the sending end of book pitches, I would not expect a blogger to disclose how they received a book. The media has never revealed this, review outlets typically both request and receive copies unsolicited. As for ethics, enticing a journalist with anything BEYOND the editorial material enclosed in a book is where the line appears. Also, some reviewers (recently at Fortune, Bloomberg) ask for digital copy of the book which is transmitted with no cost except perhaps a minimal formatting charge.

[David]

Every album, movie or even car that is reviewed in the press is provided by the manufacturer/producer for that purpose. If it makes you feel better about what you do, make a note that a review copy was provided; otherwise, don't worry about it.

[Internet Marketing]

It's buyer beware. How many times have you seen the 5 star rating system so blatantly abused? Do people actually believe the testimonials of Joe. S in Atlanta? And how many people writing review of products ever actually use them? This is why Branding is important. People develop trust in BRAND... I usually go to Amazon to read real world user reviews before making a purchase... even if I do not purchase the product from amazon. I do this because I have TRUST in the Amazon review system.

[Stuart Noton]

Wouldn't bother me either way - as long as the review itself was unbiased. Would you disclose if the review was unbiased!!? ;-0 Also, re: Amazon comment above - I make a special point of reading the 1 star reviews... often offer more insight into a product that gushing reviews posted from by the product vendor receptionist. Ooh, so cynical...