Yesterday, the FTC published final changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising, specifically addressing paid bloggers and paid-per-Tweet services.
Companies, bloggers and other "word of mouth" marketers must disclose any "material connections" (e.g., payments, receipt of merchandise, receipt of service) to consumers. Because "paid endorsement" is no longer just cash, it might be easy to find yourself afoul of the new rules.
So just beware that if you're blogging or Tweeting and you've received something in return (even free drinks), you may need to disclose that in order to stay in the clear. These rules are new and will need to be worked through, but someone is going to be made an example of by the regulators.
Hopefully that somebody isn't you.

