Are the FTC’s rules about sponsored blogs nothing more than tough talk?

The Federal Trade Commission revealed this week that it investigated an Ann Taylor event, in which the women’s clothier invited bloggers to write about the company and possibly win a gift card to the store. The FTC said it would take no action against Ann Taylor. Industry reports are calling this evidence that the government is monitoring the relationship between bloggers and companies. Or is it proof that companies can incentivize bloggers to write positive posts and receive nothing more than admo…