Oh, I’m not at all surprised about this one. It’s been coming for a while.

But now it’s official. The FTC expects bloggers to disclose payments and freebies given in exchange for product reviews.

Reading through things, I would expect that it could be applied to affiliates as well. After all, that’s one of the major sources of false reviews.

What I think they will need to make more clear is how disclosure is done. I have a standard disclosure on this site that I may accept payment of various sorts. Is that enough or do I need to specify exactly when a particular product review is paid?

Of course, what it basically comes down to is be honest in your reviews.

But this also means that if you are selling products you need to be aware of the rules. If you pay for a review or have affiliates, you could be held responsible for false statements made about your products. That’s not an easy thing to control, but still something you’ll have to watch out for.

No doubt there’s going to be a lot of talk about this over the next few days.