UK preparing to regulate social media marketing

http://www.clickz.com/3639734      Since the first Internet boom, new media types have argued that "the old rules" about separating editorial / content and advertising ("church and state") no longer apply, and that Internet users don't really care.  I suspect it's mostly a matter of regulation not keeping up with the rapid pace of change, which has allowed conscience-free individuals to exploit users until regulators catch up.  Speaking of catching up . . . ClickZ says that British regulators are preparing to regulate marketing on social media sites.  The British government is essentially asserting that "a claim is a claim," wherever it appears.  This will also be one more complication for marketers seeking to use new media tools internationally.