Under fire from nervous bloggers everywhere, the FTC has clarified its earlier statements regarding the new FTC guidelines. It now says it won’t be targeting bloggers, but advertisers.

Let’s be clear: FM advertisers have NOTHING to worry about. FM does not do pay-per-tweet, pay-per-post, or anything of the sort. And all of FM’s work meets these three golden rules: It’s authentic, it’s transparent (this is where the FTC comes in) and it adds value. See here for more thoughts on the FTC guidelines.

Via The Wall Street Journal:

In an attempt to clarify misconceptions that the FTC now will be mining the blogosphere for unsavory endorsements, Engle said the FTC’s focus has always been on “bad actor” advertisers.

“If a marketing company is paying people per blog or per tweet and not disclosing that in a large marketing scheme, then we can bring an investigation and that can lead to a lawsuit against the company,” Engle said.