Engtech’s post title includes the word ‘illegal’ — but nothing is set in stone yet. It’s just bad.
Sites and services like reviewme.com aren’t as bad because you’re required to acknowledge your relationship with the sponsor.
FTC has made a ruling on schemes (like PayPerPost) where bloggers get paid to review products without having to disclose the agreement. Quote: “such marketing could be deceptive if consumers were more likely to trust the product’s endorser “based on their assumed independence from the marketer.”