I do not know whether it has made news over there but, it has over here this morning. I'd share it anyway in case it was missed by those who maintain blogs.

http://news.bbc.co.uk/1/hi/technology/8291825.stm

I don't know if I side with the FTC or with people who say this is ridiculous. I do believe that if you are blogging about a product and don't endorse it, your blog would and should, reflect so.

There is nothing in the new rules about how disclosures must be made and that's confusing to me. It just says

<i>"the revised guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement.

"Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service." </i>

Are they saying if someone sends you a book to review and you don't return the book, that's considered a gift and has cash value...so you have to disclose this connection?

Why do I smell big brother?

I like anything which will protect the consumer. I'm still waiting for the SEC to be investigated for knowing about Bernie Madoff for years and doing nothing about it. There are a slew of Madoff-types out there who are still free and taking money from the naive.

Is there anyone out there wondering why our government agencies are turning a blind eye to so much corruption? Could any unscrupulous bloggers be just the tip of the iceberg? Could those few bloggers be at the very LOW end of the payola food chain?????????

I don't know about that but I for one call a spade a spade on my blog and tell it like it is or how I see it. Any doubts, read it and see... I wish someone would pay me for MY opinion! Ha!!!

No, JJ. From what I understand, disclosure of material connections under the FTC guideline would be along a declaration of a conflict of interest i.e. a blogger is paid to endorse a product thereby producing a "good" review.

Clause F Section 255.5 http://www.ftc.gov/os/2008/11/P034520endorsementguides.pdf

I reckon, keeping a book that has been sent to you for review would not fall within the ambit of the FTC guideline on material connection, if and where the practice is treated as norm in the publication business or as agreed upon by the book reviewer and author/publishing company.

Hi Chatty: I clarifid my opinion above so you would not think I meant ALL bloggers.....And yes, I'd LOVE to get paid for my wealth of opinions as well. I might just make enough money to afford McDonalds! hahaha

PS Chatty: Silly me. I forgot you had a blog until this morning. GREAT STUFF!!!!!!!!!!!!!!