Cecilia Kang of the Washington Post notes the new rules start today. She has plenty of links to the educational resources that the FTC has been producing to help make the update to their existing rules around advertising and endorsement more clear.
I looked through one of the documents. It definitely had plenty of helpful examples about what is and is not an endorsement. Few of them directly involved blogs though, let alone social messaging or podcasts. The question for which I couldn’t find a simple, clear answer remains: does this apply to every last blogger on the planet no matter how small or only ones doing so in some sort of commercial context?