When a blogger writes favorably about a company’s product or service, how can you tell if he or she is getting paid to write a positive review? Did the blogger get a “freebie” media player or baby stroller or digital camera for that glowing post? These are the kinds of questions bloggers — and advertisers — must make clear to consumers following Monday’s announcement by the Federal Trade Commission of new guidelines for endorsements and testimonials. The update — the first to this category since 1980 — was prompted by the rise of the Internet’s influence on marketing.

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