It's not clear whether or not advertisers and the internet famous will respond quickly to FTC pressure. While many of them are willing to include disclosures, some either don't like the buzzkill effect of in-video notices or are convinced that buried disclosures are okay so long as you genuinely like the product. And how do you squeeze a notice into a short Snapchat or Vine video? Online celebs will have to be frank about paid posts some point, but they'll both have to figure out the logistics and adjust their mindsets.