Paid Posts / No Follow Debate

Matt Cutts has extended his opinion on what links should use the no follow tag to include "paid posts".

Basically, if a blogger is paid to promote a product via a blog post, and that post includes external links, they should be tagged no follow, regardless of whether they are to the sponsor, or just regular info (say a Wikipedia page on the topic).

Mr Cutts didn't say you can't use plain links, just suggested it would be safe to no follow them.

Summary of this ongoing debate is at Search Engine Land