My first reaction to the Federal Trade Commission's recently updated Endorsement Guides was fear that it would have a chilling effect on affiliate marketing.

Tricia Meyer, Executive Director of the Performance Marketing Association, posted a summary of the policies most likely to affect affiliates and influencers, including "unavoidable" disclosure requirements, nixing paid and manipulated reviews, and potential liability for agencies, advertisers, and publishers.

Given these guidelines, it's easy to imagine a dialogue like this:

Marketing Director: "I’d like to expand our publisher engagement, which has been very profitable to date. Over six months, $100,000 in paid placements and commission bonuses will get us on 50 additional influencer and affiliate properties."

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