To read the rules for yourself (CLICK HERE). 16CFR255
In summary, the Federal Trade Commission has issued "Guides Concerning the Use of Endorsements and Testimonials in Advertising". It goes into effect December 1, 2009.
Anyone receiving anything (bloggers who have paid advertising on your blogs take note) in exchange for reviewing the products offered for sale or promoted on your blogs are subject to an $11,000.00 fine. Many blog advertisers don't know what will pop up in the way of advertisements on their blogs due to the system that is in place. Ignorance of the law is no excuse and ignorance of what your blog ad reads isn't either.
This is the first time since 1980 that the FTC has revised its guidelines on endorsements and testimonials and it is aimed primarily at bloggers. The Federal Government's justification is that it needs to protect consumers from dishonest bloggers. And bloggers from dishonest companies.
Read the regulation carefully. The FTC dismisses the ability of self-regulation to deal with dishonest business practices, "...self regulation works best when it is backed up by a strong law enforcement presence."
I find the coincidence of Dear Leader finding conservative bloggers to be annoying and the present regulation pointed directly at bloggers to be -- interesting.
The pigs flying (see right) are indicative of what I see when people tell me that there is no nexus between Dear Leader's hatred of conservative bloggers and the new rules (first change of the rules in twenty-nine years).
A less cynical person would say that the rules are an indication of Dear Leader's love for his children and his desire that we are protected from ourselves.