There have been a number of news stories about the Federal Trade Commission’s updated guidelines for endorsements and how these affect bloggers. Here’s the actual notice from the FTC: FTC Publishes Final Guides Governing Endorsements, Testimonials. You can also look at the full text of the guidelines, linked from “Related Items” in the right-side navigation. Here’s a direct link: Text of the Federal Register Notice. Given the proximity of blogging to ordinary speech by individuals — you don’t need to form a company to write a blog — there will probably be free speech issues to work out.