Soon to be released FTC guidelines will up the ante for bloggers who review or endorse products, according to Adam Snukal in the July 2009 issue of The Corporate Lawyer, newsletter of the ISBA's Section on Corporate Law. One change wrought by the new guidelines: a blogger who reviews a product will be deemed an "endorser." That means that, "should the blogger fail to verify (or request verification of) an advertiser’s substantiation with respect to any product claims, the advertiser can be subject to liability for false and unsubstantiated statements made through the blogger’s endorsement, and the blogger may also be subject to liability for the same unsubstantiated representations (intentional or unintentional) made in the course of his/her review (aka endorsement)." Read the article.