Internet marketing unregulated

The fact that internet and the marketing on the internet moves with lighning like speed raises concerns regarding a lot of ethical issues that are regulated already in traditional media. Take the fact that commercials on TV have to be clearly marked as such so the consumer knows when he receives a paid (influential) message as opposed to an objective news report that is not influenced by one party (the advertiser). It is important to keep these messages identifiable by the consumer which is not always the case in modern forms of marketing on the internet. Advertisers seek to do just that on the internet when they want to capitalize on early adopters, friends on facebook and other people you do not necessarily associate with being an advertiser. Naturally regulation has lagged behind in the wild west of the internet but eventually they will catch up. And this in turn will possibly ruin the value proposition of a lot of internet business models we know today. A crucial and anal detail with a big consequence, maybe?