Effective December 1, 2009, the FTC will instate a set of guidelines that brings the ol’ “truth in advertising” premise to the wild and wooley world of blogging:

While some may welcome this effort as a way to protect consumers interest, will this put a crimp in the sometimes pay for play world of bloggers, affiliate programs and product reviews?

My opinion, for what it’s worth, is just be upfront about the relationship and let the reader decide for themselves.  I actually think, handled the right way, that it brings credibility to the entire blogging process.