FTC Endorsement Guides

The FTC Endorsement Guides are the rulebook for honest influence. The Federal Trade Commission requires that when someone endorses a product and has a "material connection" to the brand, such as payment, free product or an employment tie, that relationship be disclosed clearly and conspicuously. #ad, not a buried hashtag. Updated in 2023, the guides also crack down on fake reviews and misleading testimonials, with real penalties attached.

For brands running influencer and creator campaigns, compliance isn't optional. The liability runs to the advertiser, not just the creator.

Beyond the legal floor, disclosure is a trust asset. As AI engines increasingly surface and summarize reviews and endorsements, transparent, credible sources are the ones that get trusted and cited; fake or undisclosed praise is exactly what platforms and engines are learning to discount. Clean disclosure protects you legally and strengthens the authenticity that earns real citation share.