A post from a blogger who receives cash or "in-kind payment" regarding a product (review) is considered an endorsement.
While I'm generally in favor of full disclosure, I am concerned that the guidelines seem to treat bloggers differently to "traditional media" i.e. it appears that if a blogger is given a free book to review they have to disclose that, while traditional media would not be expected to.
I don't see the difference. In fact, I can think of some journalists who I really think should do some disclosing: I'd love to see a full disclosure from Walt Mossberg of the value of software/hardware/meals/trips/t-shirts he's received from the companies he writes about.
In the mean time, here at NotesOnVideo I will be filling out the Federal Trade Commission's Blogger Remuneration Disclosure Form going forward, so look for excerpts from that.