Digital Media

(Credit: Josh Lowensohn/CNET)

Prominent users of Twitter and Facebook won't be exempt from controversial new Federal Trade Commission guidelines that keep tabs on blogger freebies and giveaways, according to Richard Cleland, associate director for the FTC's advertising division. The agency absolutely plans to keep tabs on social networks as well as blogs in accordance with revised regulations that could see violators fined up to $11,000, he said.

Here's a sample scenario: a celebrity or other prominent figure with loads of friends on Facebook receives free hotel says from Hotel Chain X in exchange for running Hotel Chain X ads on his or her blog. If that person then signs up as a Facebook fan of Hotel Chain X--which, remember, could mean that the person's name can show up for his or her Facebook friends alongside Hotel Chain X display ads on the social network--he or she could be held liable by the FTC.

"It would be the same thing if you were going to pay the celebrity a thousand dollars to go register as a fan," Cleland said. "In that case, there wouldn't be any question about it."

Facebook spokesman Barry Schnitt told CNET News that the social network doesn't have anything concrete to say in reaction to the new regulations just yet. "I don't think we have anything to say other than that we've had an ongoing dialogue with the FTC and we'd love to talk to them more about what this means," Schnitt said. "I think we're already consistent with the spirit of it."

Schnitt added that some of the practices that may be encompassed by the new FTC guidelines are already banned by Facebook. "We say in our statement of Rights and Responsibilities, and people actually applauded this when we added it in a few months ago, that you will not use your personal profile for your own commercial gain such as selling your status to an advertiser." This is contained in section 4.2 of the document, he said.

As for Twitter, the FTC isn't letting you get a pass with the excuse that 140 characters--Twitter's famous text limit--is simply too short. "There are ways to abbreviate a disclosure that fit within 140 characters," Cleland said. "You may have to say a little bit of something else, but if you can't make the disclosure, you can't make the ad."

The question still remains as to exactly how the new guidelines will be enforced, given the sheer scope of online media--not to mention the millions upon millions of active Twitter and Facebook users.

"As a practical matter, we don't have the resources to look at 500,000 blogs," Cleland said. "We don't even have the resources to monitor a thousand blogs. And if somebody reports violations then we might look at individual cases, but in the bigger picture, we think that we have a reason to believe that if bloggers understand the circumstances under which a disclosure should be made, that they'll be able to make the disclosure. Right now we're trying to focus on education."

That's worth highlighting. Small-time bloggers freaking out over whether the FTC will really crack down on them may be pleased to know that the FTC at least claims its aim is to make everyone aware of what's right and wrong rather than to hunt down every Twitter user who may have been given a free toaster or something. Unless, that is, somebody rats them out--and at least one blogger is already raising concerns that angry readers may use the regulations to attempt to get back at blogs they don't like.

Industry blogger Peter Feld of Brandchannel thinks he can see another outcome. "A safe prediction for 2010: some big scandal when the first celebrity to run afoul of the new rules, by promoting a product on Twitter or a talk show, gets fined by the FTC."

This post was updated at 5:13 p.m. PT with comment from Facebook.

For ESPN, the social-networking revolution will not be televised--or tweeted, blogged, or Facebooked. Not for now, at least, and not without ESPN's approval.

The sports network has apparently banned its workforce from posting any sports-related content on social-networking tools such as Twitter and Facebook without its permission. The news first came to light Tuesday when Ric Bucher, an NBA analyst for ESPN, tweeted that he had just received an network memo regarding tweeting:

The hammer just came down, tweeps: ESPN memo prohibiting tweeting info unless it serves ESPN. Kinda figured with was coming. Not sure what this means but

In a follow-up tweet, Bucher, who has more than 18,000 followers on Twitter, pondered the gravity of his tweet revealing the memo:

I'm probably violating some sort of policy just by telling you. In any case, stay tuned.

According to a purported copy of the memo posted on the sports blog The Big Lead, Bucher may just be violating the new policy (one point begins "Avoid discussing internal policies...").

In the memo, ESPN tells employees that it is "currently building and testing modules designed to publish Twitter and Facebook entries simultaneously" on ESPN Web sites and mobile platforms, and it plans to roll out the modules this fall.

"Personal websites and blogs that contain sports content are not permitted," according to the memo. But, it says, "If ESPN.com opts not to post sports related social media content created by ESPN talent, you are not permitted to report, speculate, discuss or give any opinions on sports related topics or personalities on your personal platforms(.)"

The memo seems to mirror efforts announced earlier Tuesday by the Marine Corps and the National Football League affecting their respective members and employees. And while one could argue that a military ban on using social-networking sites could ultimately save lives, the NFL is apparently just trying to save itself from some embarrassment.

Professional athletes ranging from Shaquille O'Neal to Lance Armstrong have long twittered about their observations on their respective sports experiences but not always with the approval or to the amusement of their coaches. In April, San Francisco Giants pitchers Barry Zito and Brian Wilson found their Twitter accounts getting the hook over some rather bizarre posts. But those posts paled in comparison to Washington Redskins tight end Chris Cooley, who last season posted a portion of his team's playbook on his personal blog--along with a photo of his penis.

So what is ESPN's angle? A spokesman for the network told The New York Times that, "we want to be smarter about how we do it," adding that Bucher's "interpretation of the policy is mistaken."

As for Bucher, he seems to have no plans to abandon Twitter. "My guess is I can still tweet about my vacation/car shopping, etc. Which I will do, if I can."

Anybody else sort of see this one coming?

It's a matter of weeks before the U.S. cuts out analog television signals entirely, switching to an all-digital market, but the fund established by the government to provide $40 subsidies to people who need to purchase digital converter boxes is out of money and has established a wait list. More than 100,000 people had already been wait-listed as of Monday, USA Today reported.

So, if you rely on "rabbit ears" and are still in need of that coupon, here's what to do. The application process on the TV converter box Web site is still the same, but now, you'll be put in line for the first-come, first-served waiting list as more funds become available. You'll also be given a reference number, much like a package-tracking number, that you can input into the Web site to check up on the status and check up on your estimated mailing date.

The all-digital transition is set for February 17, which means that more than 70 million analog televisions in the U.S. will be rendered useless unless they have the proper converter boxes to work with their indoor ("rabbit ears") or outdoor antennae. USA Today reported that the Department of Commerce's National Television and Information Administration isn't sure when more funds will be available, and attributed the shortage to a surge in coupon requests late in 2008 that exceeded expectations.

One option for the government is to delay the analog-to-digital transition--again. In the meantime, the Web site recommends some pricier alternatives: buy a converter box without the coupon, buy a digital TV, or subscribe to cable or satellite programming.

Or you could just ditch your TV and just go outside instead. The digital TV transition Web site, however, does not suggest that.