Not sure why you're being down voted. It's a legit question even if you support the law. Enforcement seems very difficult and other laws and courts make even easier enforcement difficult.
I still think it's a very positive direction from the FTC.
The rule targets people who write or sell fake reviews. So the FTC could pretend to be a manufacturer soliciting fake reviews, and then go after anyone who offers to sell them.
Might just give way to an arms race for realistic fake reviews, but at least this gives teeth to investigators. If they can prove that a company did it, then they have a rule to cite that it’s an offense, instead of the fuck-all we have now.
Um, there are thousands of laws that can be enforced through direct observation of a crime. How do you propose that bots or fake reviews be banned in reality? That's like saying that I want to ban farts at my house. Ok, great. Saying you want something banned and actually having the means to do so are two completely different things.