According to a recent AP story, the FTC is planning to monitor bloggers in an attempt to cut down on "pay for play" posts about consumer products. At issue is whether it is ethical or even legal to post about an item if there is any incentive involved. New guidelines are expected to be issued this summer regarding what is and isn't allowed. 

Under the guidelines, the FTC could go after bloggers who make false claims or fail to disclose that they received incentives for posting a positive review of an item. Even posting an ad on the blog or having a link to a retailer could be enough to trigger FTC interest. 

While in theory journalists can't receive payments for reviewing items and must return them when done reviewing them, there are no rules for bloggers. Additionally, the blogger is generally operating alone, with no accountability to a "boss" or organization. 

"Rules are set by the individuals who create the blog," said Lee Rainie, director of the Pew Internet and American Life Project. "Some people will accept payments and free gifts, and some people won't. There's no established norm yet." 

The FTC already has rules regarding deceptive and unfair business practices. The new guidelines are intended to clarify the laws as regards consumer media. Under the proposed guidelines, bloggers would have to back up any claims made as well as disclose compensation. 

What is unknown is how the FTC could effectively police a medium as ephemeral as the social net, with Twitter posts, blogs and Facebook pages appearing and disappearing at a breakneck pace.