Legislation to fine and/or imprison brand owners who blog, use brand ambassadors or seed viral ads online without making their origin clear came into force across Europe on January 1, 2008. It will come into force in the UK on May 26, 2008.
Under the rules, bloggers are also required to disclose if they are being paid to write about any particular product. Campaigns like the “All I want for Christmas is a PSP” by Sony and its agency, Zipatoni, will be illegal.