One of the hot topics at last summers BlogHer was the imminent implementation of the FTC (Federal Trade Commission) guidelines on sponsorship and disclosure.
The few Brits in attendance sat back smugly thinking that will never happen here...
Well it looks like we were wrong.
I just stumbled across a post on econsultancy talking about a proposed amendment to the Committee of Advertising Practice (CAP) that would give the Advertising Standards Agency (ASA) the ability to start dissecting brand marketing activity on social networking sites.
The ASA says that two thirds of the complaints that they receive relating to online marketing activity are not covered by the current code and that has to change.
It will be an interesting time for the brands that have carved out a comfy social niche.
So bloggers, tweeters and lovers of pr freebies it looks like full disclosure may soon be on its way.
What are your views?