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 — payment, free product, 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.