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Disclosure Demands

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By Douglas MacMillan

Disclosure Demands

The Federal Trade Commission this summer plans to revise its guidelines covering product endorsements for the first time since 1980. A key update for the Internet era is that bloggers will need to disclose when they're writing about a sponsor's product and voicing opinions that may not be their own.

This is a response to the practice by which companies curry favor with bloggers by giving them computers, weekend getaways, gift baskets, and other swag. Here's a look at 12 brands and their efforts to court bloggers.