The Federal Trade Commission (the "FTC") has perked its little ears up and noticed that Bloggers are often times being compensated for the reviews of products they write.  Out of concern for fear of disingenuousness to the public and perhaps biased reviews and information being presented to consumers, they have issed a proposed "Guide Concerning Use of Endorsements and Testimonials in Advertising."

The new proposed language shall mean that if a blogger, website, or other receives compensation, either from writing a review, sponsorship, or advertising dollars on the website (still to be determined how something like Google Ads would be applied) they are required to disclose to the public that the blogger, website, or other may have been compensated for writing the review, etc.  This also includes if they happen to give you the product for free or something similar.

The new FTC proposed opinion potentially also addresses individuals in forums and similar informal communications who may be representing either formally or informally, a company, product, or service.  Several companies have come under fire as of recent when utilizing "stealth" employees or representatives to promote their company or products in forums and other informal communications. No longer would it ust be a bad PR scandal, but also an FTC fine could follow.

You can find the lovely 86 page document and all the contact information here http://www.ftc.gov/os/2008/11/P034520endorsementguides.pdf&usg=AFQjCNG2IMYtyrGBLeFIR_lL2rrr5Tb-oQ