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But while fairness and balance apply to civilians, they don't seem to apply to either the establishment media or major-party politicians:
These examples address what constitutes an endorsement when the message is conveyed by bloggers or other "word-of-mouth" marketers. The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.
This blogger rule does not apply to journalists. Just in the opinion section of los Tiempos de Los Angeles, there is a table set aside for CDs, goodybags, DVDs, stuffed animals, samples and other free swag received from flacks and manufacturers. To the best of my knowledge Tim Rutten keeps parked outside his office a four-wheeled pallet stacked tit-high with review copies that don't fit in his office. That's just opinion. In the entertainment sections the swag is orders of magnitude more varied and valuable. Yet I don't remember any reviewer in any print publication ever disclosing that the record, the movie, the meal or the vacation was free.
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