If you think endorsements from bloggers are more trustworthy than conventional advertisements, well, think again. According to a new survey by the Consumer Foundation, many bloggers are actually on the payroll of companies whose products they recommend, which puts their credibility in doubt.

　　TV shopping channels promoting products often get celebrities to make recommendations and this type of action is now hitting blogs. He we see this queen blog which introduces a type of facial foam with prices that are not cheap. Also, this well-known blogger, Lady Nai Nai whose daily journal contains an article saying about how to have beautiful legs.

　　A Consumers Foundation survey found that 10 bloggers who write about their experience collect a fee for their writings, and if the general public does not understand this, this could create confusion. The Consumers Foundation said the U.S. Federal Trade Commission last year said companies that provide compensation to paid bloggers writing testimonials regarding products need to expose the relationship between advertisers and bloggers.

　　Failure to do so would lead to a maximum fine of US$110mn. In Taiwan there is no such law. The Fair Trade Commission said that on June 10th a revised Fair Trade Act only applies to false advertising being punishable by a fine.

　　But the Consumers Foundation says that in the past celebrity advertising only found the FTC fining an artist in 2007 Wen Tzui-Pin who endorsed charcoal underwear with false and exaggerated claims though later, no other fines have been given. The Consumers Foundation believes that this government agency should not be so negligent when charged with carrying out this important duty.

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