This week's book giveaway is in the Mac OS forum. We're giving away four copies of a choice of "Take Control of Upgrading to Yosemite" or "Take Control of Automating Your Mac" and have Joe Kissell on-line! See this thread for details.
The only controls that support HTML (after a fashion) are text controls. Make your item renderer one of those and you'll get this behaviour. Otherwise you'll need to handle the user input yourself accordingly.