The Federal Trade Commission wants to protect consumers from yet another menace—blogs.

Blogs, short for Web logs, are Internet journals. They started out as a sort of online diary and have turned into big business.

There are millions and millions of them. Most don’t get a lot of readers. But some have become extremely popular—popular enough to shape public opinion and change public buying habits.

And that’s what has the FTC concerned.

Some of the more popular bloggers review and recommend various products. And sometimes they get paid to do so. <...

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