A sensitive issue surrounding many blogs centers around the writer's intent and sincerity of the opinions they share. In many cases, bloggers are paid by brands to promote an endless stream of product and service offerings. The information is informative as well as persuasive and acts as a strong determinant in a consumer's point of purchase; however, the words could err on the side of deception as they may not be the honest viewpoint of the author. Whether this technique of marketing is right or wrong is still up to debate. With Google search pages covered in paid blogging sites, it seems that this trend is here to stay.

What do you think? Is this technique appropriate or sustainable for the long-term integrity of leading brands? What affect does paid blogging have on key brand influencers and word of mouth marketing?

We live in a world where information surrounds us from hundreds of different angles, sources and with many different intentions. The responsibility of every individual is to examine this steady stream of facts, figures and opinions with a critical eye and to make judgments on its authenticity and value to everyday life.

Read more on the topic from Zócalo Group's CEO, Paul M. Rand and Com Marketing President, Sharon Swendner. Which side of the argument do you fall under?

Gloves off: Is paid blogging ethically sound?