Bloggers Must Report Endorsements

Sometimes I wish I could just send a link along with a quick sentence out on this blog for something this small. According to Popculture, Bloggers will now be fined by the government if they do not report that they are being paid by brands to plug their products. Fines can reach up to $11,000 per violation. What do you think about this? Should government be able to regulate the blogs to this extent? What does this complicate?