We've all read reviews that seem to "shill" for the product and wondered whether the author was paid. In theory there are some rules that help govern this behavior in print and broadcast (although IMO they don't work very well or prevent a lot of abuse). Now the FCC is stepping in to create rules for the blogosphere. Bloggers will have to disclose whether they are paid, in cash or in-kind, for writing reviews. If they don't then they and possibly the "advertiser" involved will be liable. Let's look at how this will work...I'm all for full disclosure in any media, and certainly I try to point out whatever commercial relationship I have with companies whose products I review. But while well-meaning I think the rule will be just as full as swiss cheese as the version for print and broadcast. For example, what about the camera companies that buy all the ads in the photo magazines. They don't have to pay the reviewers or the magazine to be biased, they are already under-writing the magazine and everyone (except maybe for the occassional naive reader) knows it. Or what about sponsored photographers. Often they are not "given" equipment, but get a series of long-term revolving loans of gear that isn't really expected back (at least until the next model is available for loan). Or how about getting gear on loan for a review and then long after the review is published being told it's fine not to return it? There is another and perhaps more difficult to detect built-in bias--access to products and information. Like journalists, professional reviews need access to information and early versions of products. Companies don't have to provide it. So there is automatically a symbiotic relationship between the reviewer and the company's product team.The new rules might well prevent some forms of large-scale and obvious abuses, especially in the case of advertisers and bloggers that are large enough to justify the investigative work needed to actually prove a violation, but they aren't going to suddenly provide transparency on the Internet. For readers of all media--whether online, broadcast or print--the caveats will remain the same: ask yourself what angle the reviewer is coming from, read multiple different opinions, and make your own informed opinion. What do you think? Do you worry about bias in blogs and do you think an FCC rule is the right way to address it? Do you think it will be effective? Let us know by posting a comment here or in our forums on http://www.nikondigital.org.