krou writes "The UK's Office of Fair Trading (OFT) is cracking down on 'Twitter users and bloggers using their online presence to endorse products and companies without clearly stating their relationship with the brand.' They described such endorsements, including 'comments about services and products on blogs and microblogs such as Twitter,' as 'deceptive' under fair trading rules. While the US Federal Trade Commission already requires such endorsements to be labelled with 'ad' or 'spon,' the UK doesn't have any such requirement. In relation to this, the OFT has launched an investigation into Handpicked Media, because the OFT is 'insisting that it must clearly state when promotional comments have been paid for.'"
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