Does the new FTC rules affect search optimisation?

This week, it was one of the most controversial issues that has ever been experienced by the affiliate marketers, that would impact the affiliate marketing in the US. The FTC or the Federal Trade Commission has their votes of 4-0 to implement a new rule of endorsing products and writing testimonials for disclosure. But then, if this would impact affiliate marketing due to it's challenging rule, their efforts of search optimisation could be affected to. Why? If they are going to promote with such testimonials included in their website or sales page, that member will have to disclose either when he or she receives a free product from them and going to review it, or they are paid to do reviews for their product. Pretty difficult for optimising the websites, but rules are rules and we have to be careful.