As the Church Lady might say, “Isn’t that special.”  The FTC now puts bloggers in the same category as other media outlets such as news reporters or advertisers.  Thousands of men, women and children – as they blithely pour out their thoughts on the Universe, or their baby’s diaper issues, or a recent NFL game –  will be happy for the recognition and the assumed power that goes with it.

According to the new FTC guidelines, which take effect December 1st, “…bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.”

For our clients, this means if we send a sample of Reese’s dark chocolate peanut butter cups to a mommy blogger and she decides to comment on it – for good or for bad (tho’ we know she’ll love it) – she must disclose that Hershey’s sent her a free sample to taste.  Not too horrible – most bloggers already disclose that they were “given” a sample.  The code of the Internet has always been based on “transparency.”

However, as the BlogHer conference revealed, many bloggers are now earning income from paid advertisers and site supporters….just like “Good Morning America” or the Chicago Tribune receives.  In this case, a blogger’s endorsement of a sponsor’s product might be considered with some skepticism – but then, the American consumer is already familiar with that situation.

What will be most interesting as this story develops, is to see the FTC’s plans for policing the Blogosphere.  That’s where the fun will take place as hundreds of special agents are glued to their laptops pouring through the daily discourse just waiting to slap an $11,000 fine on a renegade mommy blogger.  You know they’ll all be copying down recipes or tips for the best vacation spots.