FTC: Viral ties must be disclosed - Joystiq:

The U.S. Federal Trade Commission yesterday said that companies must disclose ties in word-of-mouth marketing campaigns. These fake grass-roots efforts — dubbed “astroturfing” by critics — hire people to endorse products as themselves, rather than as company representatives. The FTC didn’t announce any specific action or fines against this type of misleading marketing, although it may investigate campaigns on a case-by-case basis.