Citizen Media Law Project:  “On October 5, the Federal Trade Commission issued new guidelines (large pdf) on advertising involving endorsements and testimonials. The guidelines, which are due to go into effect on December 1, have caused a stir among bloggers, journalists, and new media types because they appear to place significant requirements and restrictions on blogs and social media. Most notably, they suggest that bloggers or other consumers who “endorse” a product or service online may be liable for civil penalties if they make false or unsubstantiated claims about a product or fail to disclose “material connections” between themselves and an advertiser.”