But such back-scratching endorsements could become tougher under a coming set of Federal Trade Commission guidelines designed to clarify how companies can court bloggers to write about their products. This summer, the government agency is expected to issue new advertising guidelines that will require bloggers to disclose when they're writing about a sponsor's product and voicing opinions that aren't their own. The new FTC guidelines say that blog authors should disclose when they're being compensated by an advertiser to discuss a product.
I think this is a good thing. The blogs are becoming the new MSM, and we need to act like it in terms of ethics.
Or maybe I'm just pissed off because nobody sends me free product samples! :)