Celebrity endorsers are being held to new standards that should help consumers avoid being swayed when hearing a pitch from a familiar face or voice.

The new standards affect actors, radio talk show hosts, DJs and bloggers, among others.

When it comes to blogs, many of these sites are just hidden advertising sites. Bloggers will now be required to disclose whether or not they receive compensation for their posts.

In addition, actors, talk show hosts and DJs will be required to have working knowledge of what they're pitching. In essence, they've got to get very familiar with the product. That's going to trip up a lot of people in Clark's line of business!

There are monetary fines for running afoul of the new laws. The fines will be prohibitively large for bloggers. But they'll be relatively small for talk show hosts and actors -- relative to their usual high level of income.

So the bloggers will go out of business if they run afoul of the new laws. But it will just be more of a blow to the reputation for actors, hosts, DJs and other celebrities.

Remember, Clark does not do endorsements. An endorsement is where somebody pays you to say something. It's always been his policy for 22 years in radio and 18 years in TV to not do commercials.

He believes it's essential with his format that you know he's speaking about a product or service because he believes in it, not because he's paid to do so.