Bloggers beware!

First, a disclosure: No outside company or ad agency paid me for the following opinion. I get paid only by the brass at the Deseret News, and I’m pretty sure they have no idea what I do.
Disclosures are important now that the Federal Trade Commission has decided it can fine bloggers up to $11,000 each time they endorse a product they’ve received for free, or otherwise engage in a conflict of interest, without being completely upfront about it. Yes, this could mean you. (Read about it here.) (Read a more complete report here.)
I’m a big advocate of disclosure. In my business, being upfront is a matter of both ethics and credibility. (Yes, at this and other newspapers publishers regularly send books, CDs and computer games for free as review copies. That’s been standard practice for years. Sports writers even get into games for free. And yes, we often trash products and teams in print anyway, then auction the items away for a good cause.)
But I’m not in favor of Big Brother imposing this standard.
PCMAG.com quotes the FTC as saying the rule extends to, for example, an employee of a music download service who frequents a message board and posts positive reviews without disclosing his relationship to the company.
And how many cops are they going to hire to stay on top of this? What kind of divining rod will they use to point them in the right direction?
We’re talking about the Internet, for heaven’s sake. It’s the ultimate magic show. People change identities, pretend to be other people, disappear and reappear all over the place.
My experience is that product reviews tend to work their way through the marketplace of ideas. If someone gushes over a product that turns out to be a dog, a lot of legitimate reviewers will set the record straight. That’s what free speech is all about.
Am I wrong to be worried about this?