The Internet has grown in to an opinion, buzz driven machine. Websites seeking user interaction, comments and participation, social media sharing, user specific search result weighting and more. This is all good and well until someone bad mouths you, your website or business in one of these open participation media platforms.
Many bloggers have already taken steps to properly blog endorsement material and limit the liability. However, Monday the FTC (Federal Trade Commission) revised their rules for the use of both testimonials and endorsements in advertising. This new set of rules comes complete with the specific inclusion for bloggers. Believe it or not, this is the first time the FTC has made a change to these rules in 29 years (1980).