FTC keeping tabs on sponsored blogs

LOS ANGELES, March 9 (UPI) -- The Federal Trade Commission is keeping an eye on bloggers who are paid by advertisers for mentioning their products.

The Los Angeles Times says thousands of bloggers are writing sponsored posts, with middlemen such as PayPerPost helping advertisers connect with the online journal writers.

Critics say the paid bloggers pollute the blog world and mislead consumers "by blurring the line between advertising and unbiased opinion," the newspaper said.

The FTC says it is on the lookout for deception and warns that ties between bloggers and their sponsors must be disclosed.

After the FTC's warning in December, PayPerPost began requiring bloggers to disclose their sponsored status, the newspaper said.