The new FTC disclosure guidelines are active (from December 1 2009) and I am watching the "gurus" with interest.
Both for what they expect from their affiliates and what they do themselves.
Some were well ahead of the requirements and started disclosing affiliate relationships very quickly.
Others are still sending out disguised links and not saying anything.
So are these disguised affiliate links with the slimy gurus trying to get around the rules...
Or are they naked links with no affiliation or expectation for profit?
Who knows?
But it seems to me that some kind of explicit disclosure is necessary.
If it is a naked link, give the official website address and make it clear you are not looking for profit.
If it is an affiliate link, then say so.
The rules have changed.
If you are unsure what to do, take the time to watch this great webinar - FTC Interview for Bloggers & Affilates.