Does the FTC actually have the power to set rules like this effectively now that Chevron deference isn't a thing? I'd imagine e.g. the New York Times, among others, will quickly sue to stop this, no?
There isn't a generic answer for this. You'd have to check the specific laws setting up what the FTC can do, which is more research than you can reasonably expect from an HN post, unless we get super lucky with some very, very specialized lawyer posting.