Who's afraid of the FTC endorsement guidelines?

The FTC has completed its new guidelines for advertisers, guidelines which change the way it regulates endorsements.  

The Guides, which have not been updated since 1980, are aimed at advertisers, but they will affect bloggers and other consumer endorsers in a way that has never been done before. 

The scariest thing about the guidelines, which require disclosure of the connections between advertiser and endorser (celebrity and otherwise), is that a fine for a single issue could reach as high as $11,000.   

This is bound to reignite conversations about how we define bloggers and journalists. Are bloggers subject to the same conflict of interest standards that journalists have always lived by? Even is disclosure enough or should bloggers not take any sort of product in exchange for reviews?

I think we're going to see a lot more Tweets and blogs with the phrase "(client)"  tucked inside somewhere.    

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