Today the U.S. National Advertising Council indicated it intends to require disclosure when blogs are sponsored or product reviews are paid for on sites. It's a venture into regulation that suggests the community isn't fully capable of policing itself but needs some protection to ensure consumer integrity.
The principle is simple: Advertising needs to be identified as such. The problem is that the ruling will impose voluntary guidelines, although complaints about the program can be referred to the Federal Trade Commission.
The New York Times explores the issue today. The release by the council is expected later Tuesday.