Where is it used?

FTC Guidelines apply to all types of influencer content shared on digital and social platforms, including Instagram, YouTube, TikTok, blogs, Facebook, X (Twitter), and more. Regardless of the platform, if the influencer is receiving something in exchange for a brand mention, the FTC requires disclosure.

When to use it?

Disclosure must be made every time:

• An influencer is paid or receives free products or services in exchange for a brand mention.

• A brand has editorial control or input into the content.

• There is any material connection that could affect how viewers interpret the endorsement.

The disclosure should be included at the time the content is shared, not buried in bios, hashtags, or separate posts.

How to use it?

To follow FTC Guidelines, influencers should:

1. Use clear and straightforward language, such as “This is an ad,” “Paid partnership with [Brand],” or “Thanks [Brand] for the gift!”

2. Include disclosures at the beginning of captions or within the first few seconds of videos or Stories.

3. Avoid vague terms like “sp” or “collab” that might confuse viewers.

4. Use hashtags like #ad or #sponsored, but make sure they’re easily noticeable and not hidden among dozens of hashtags.

5. In videos, disclose verbally and visually to make sure viewers are fully informed.

Why do we need it?

• Ensures legal compliance with U.S. advertising laws.

• Helps protect consumers from deceptive or misleading practices.

• Builds transparency and trust between influencers, brands, and their audiences.

• Prevents reputational and legal risks for both influencers and companies.

• Reinforces ethical marketing practices, contributing to a healthier influencer ecosystem.

Summary

The FTC Guidelines are non-negotiable for influencer marketing in the U.S. They ensure that audiences know when they're being marketed to, which helps maintain trust in influencer endorsements. Brands and influencers alike should prioritize clear disclosures to avoid legal issues and support transparency in the industry.