Lets walk through the differences between an Virtual Machine(VM) and a Physical Machine(PM). For this discussion, lets assume that we are using VMWare ESX 3.01 running on an Intel box. Lets use Windows Server 2003 as the guest system.
What are the apparent differences? Lets only focus on the actual differences in a VM and PM, and not the inherent security flaws in the guest OS.
The only apparent difference that I can think of is that the VM isn't easily accessible to a console user. In order to gain console access to the VM, the attacker would need to use either a VM Console Tool, or some type of remote access software such as DameWare or Terminal Services. I would have to say that is a check on VM side of the column. The physical attack surface of the machine has been drastically reduced. Now it could be argued, that you could mess with the VMs settings via the COS at the console and that is true. However you wouldn't be able to execute applications inside the VM from the COS in any way that I am aware of.
What type of security guidelines need to be in place for a VM? I believe that you need to follow your security policy exactly as you would for a PM on a guest OS.
1.) Always use antivirus inside the Guest OS. On the same token some other applications are emerging on the market that are specifically designed for VM Security, and protection from VMWare "escapes". Check out Catbird technologies, they have a thin IPS for Virtual Machines and ESX.
2.) Limit the VLANS that the guest VM needs access to.
3.) On the same coin, limit the Storage Networks and LUNS that are visible to the VM.
4.) Limit the resources assigned to the VM to prevent a DOS or any other resource shortage. This can affect other VMS running on the same host.
There are several others, based on guest OS, and version of VMWare you are running.