Actually, now that I read it...
These look to be guidelines enforced on the company, not the blogger. So if a company "hires" a blogger to endorse a product, the company must disclose that the blogger was either paid or given a freebie. The blogger isn't going to get into trouble, the company is.
If the blog isn't being claimed as an endorsement of the product, then I'm not sure if these FTC guidelines apply.