While this would be a good use for the guidelines, http://www.ftc.gov/opa/2009/10/endortest.shtm http://www.ftc.gov/opa/2009/10/endortest.shtm seems to imply th

While this would be a good use for the guidelines, http://www.ftc.gov/opa/2009/10/endortest.shtm http://www.ftc.gov/opa/2009/10/endortest.shtm seems to imply that the onus is on the blogger to declare material connections. So while it might help with astroturfing, I don't see it really stopping a company with deep pockets from sending out cash and items to review to bloggers.I also would not see the guidelines increasing liability for the company if the ftc is holding bloggers responsible for declaring endorsements.