Apparently because the FTC guidelines are just guidelines, they are unenforceable in a court of law.

Despite the hubbub over the revelation that well-known Youtube gaming channel Machinima takes “marketing partnerships” with game companies that essentially amount to paying vloggers to hype up followers about games, and the mounting gray area over whether such a thing is ethical, the FTC told Polygon that it can’t really do anything about it from a legal standpoint.
Apparently because the FTC guidelines are just guidelines, they are unenforceable in a court of law. There is a possibility that the FTC could go after a big player, like Machinima or the game companies it works with, for unsavory practices at some point, but until then, it’s best to stay smart about which media sources you trust.
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