Earlier this week, the Federal Trade Commission (FTC) updated guidelines around the use and disclosure of endorsements and testimonials in advertising.  According to a release from the FTC, the revisions address connections between advertisers and endorsers that consumers would not expect, rather messages from bloggers or “word-of-mouth” marketers.  Bloggers can now be fined up to $11,000 if they fail to disclose when they are being paid to review or promote products and services.  An AP article also points out that writers have to be extremely clear about what consumers should expect with these products and services.

Sarah Evans wrote in her Commentz newsletter on Tuesday, “While it seems like common sense (if someone is paying you, disclose it), not everyone has.”  With consumers turning to the Internet for purchasing information more than ever before, it is critical for companies and bloggers to be transparent.  (Mashable points to social media campaigns from General Mills and Ford Fiesta as examples done right.)  It will certainly be interesting to see how the regulation, which goes into effect on December 1, will be enforced early on, and if the disclosure issue will be seen as more of a reality by the online community.