In October, the Federal Trade Commission [5] released updated guidelines regarding the use of testimonials and endorsements in advertising. These guidelines have received quite a bit of attention from those who blog or participate in online forums. The updates to this guide affects the online world mainly in that it uses examples to clarify that the same rules apply to online media as it does to traditional media. The difference being that it may not be readily apparent how to apply it.
For example, someone promoting a product or service in an online forum needs to disclose their relationship with that product or service if there is one. There has been some feedback that this is extreme, but it does make since once you read the example the FTC gives.
For the complete text of the guides, go to the FTC web site [5] and download the "Guides Concerning the Use of Endorsements and Testimonials in Advertising [6]".