Investigative units of the National Advertising Review Council, Attorneys general and the Federal Trade Commission are seeking to build more requirements for blogs to clearly differentiate between sponsored content and and regular content.

The Electronic Retailing Self-Regulation Program is an an investigative unit of the National Advertising Review Council for the e-commerce industry. The Electronic Retailing Self-Regulation programs are voluntary, but should the offending company refuse to comply then the complaints are forwarded to the Federal Trade Commission who will then potentially sue the offending company for violating guidelines.

The F.T.C. is close to updating its guidelines on endorsements and testimonials for the first time since 1980.