By WGGB Staff

SPRINGFIELD, Mass. (WGGB) -- It's the latest phenomenon in the parenting world. Instead of chatting on the playground after school, mothers are now chatting in cyberspace, which has some companies looking for subtle product mentions.

Sisters Sarah and Jen are both mothers and they have teamed up to create a blog called Momalom. They write about everything from their kids being sick to little confessions, which has helped them find an online sisterhood among mothers looking for support.

The mother-driven blogs have exploded on the Internet, with each writer giving their unique view. As eyes are being drawn to the blogs, advertisers have begun a push to get their products mentioned. Some have gone so far as to send the bloggers free products or pay them to review an item online.

The writers of Momalom have said they have been approached, but haven't accepted any offers to promote products on their blog yet. However, there are a number of bloggers currently promoting products through their blogs.

The phenomenon has not gone unnoticed with the Federal Trade Commission. They have a concern that it may not always be apparent to the reader that the blog entries with those product placements are actually a paid advertisement.

In October, the FTC published new guidelines concerning the use of endorsements and testimonials in blogs. Under those guidelines, the relationship between the blogger and the advertiser must be disclosed under penalty of a fine for the advertiser. This could also lead to the loss of readers or credibility of the blogger writing about the items.