Usually when you hear those words, it can't be good. Unless you are a proponent of Authentic Marketing. Check it out. The FTC say they "promise to examine the relationship between marketers and bloggers regarding payments for favorable mentions."
To my peers, think www.payperpost.com or any of the numerous services offered that will write about your company in a favorable way, when paid to do so.
Bloggers seem worried about the ramifications as well and rightfully so. Anytime the Government gets involved in something, it is bound to make it more complicated or screw it up. But on the other hand they seem to want to help companies like Fat Atom, who truly believe in Authentic Marketing. What say you?