Imagine reading a tweet from some celebrity you follow on Twitter. And imagine the tweet talks about how much that celebrity loves some product – fast food, lip gloss, car – you name it. Would it matter to you if the celebrity was making money for tweeting that particular sentiment? Well, it matters to the Federal Trade Commission. Here’s a New York Times piece I just recently came across that discusses the issue in some depth. We are all sophisticated enough to know that when an actor appears on a TV commercial, he’s getting paid. And we probably all realize that when Phil Mickelson dons his KPMG visor and Barclays shirt, he’s not doing it for free. But who knows with a tweet? It’s possible the celebrity really just loves the product. And it’s just as possible (maybe even more possible) that he loves the money he’s getting paid to tweet about the product. The FTC endorsement guidelines are intended to clear up any confusion. If there’s any payment (and that is money or product) the FTC wants the world to know. And given the agency’s enforcement powers, it’s a good idea to do what they say. I know I have posted many times about my love for the Cincinnati Reds. Know this readers – I get no compensation. Not even a game ticket. My sentiments are pure and untainted.