Readers of Adventures in Babywearing, a blog for parents, got an up-close look at the Ergo, a $135 embroidered baby carrier in a shade called "organic blue" in a May 14 post on the site. Blog operator Stephanie Precourt was impressed. "The Ergo truly is now my first choice for long-term wear as well as nursing and doing chores around the house," she wrote.

Money can't buy that kind of advertising for Maui (Hawaii)-based ERGObaby. Or can it? As Precourt wrote in her blog, the company sent the carrier free, along with a matching pouch and backpack. Precourt says it's legitimate to blog about a product she's been given by its manufacturer. "I try to keep my blog filled with personal stories and real-life content so that when I do happen to write about something that I've been given, it's credible," she says in an e-mail.

Blogola: The FTC Takes On Paid Posts - BusinessWeek