If you promote products online, the FTC’s endorsement rules apply to you. This includes YouTube, Instagram, TikTok, podcasts, newsletters, blogs, Amazon storefronts, affiliate links, paid brand deals, and “I love this tool” recommendations.
The FTC has been increasing enforcement because too many ads look like normal content. When viewers cannot tell what is paid, the FTC calls it deception.
The simple rule
Any time you have a “material connection” to what you promote, you must clearly disclose it. A material connection means you are paid, you get free products, you earn commissions, you get discounts, you have an affiliate relationship, or the brand is your own.
What “clear disclosure” actually means
Clear means normal people notice it, understand it, and see it before they act. In practice: (1) put the disclosure close to the claim, (2) use simple words, (3) do not hide it at the bottom, (4) do not rely on vague hashtags.
“#ad” or “Paid partnership” placed where people will actually see it is usually safer than “#sp” or “#collab” or a long list of hashtags. If you speak in the video, say it out loud too.
High-risk patterns that trigger FTC attention
The biggest problems I see are: fake reviews, paid testimonials that look organic, endorsements without disclosure, “results” claims without proof, and creators repeating a brand’s marketing claims without checking them.
Another major risk is using “before/after” success stories (money, weight loss, health, business growth) without explaining what is typical. If the results are not typical, you must say so clearly.
Brands can be liable too
This is not only a creator problem. Brands have to monitor their affiliates and influencers. The FTC expects brands to provide clear instructions, require disclosures, and enforce compliance. “The influencer forgot” is not a defense.
Practical checklist for creators (quick and realistic)
Before publishing: make sure your disclosure is near the start, easy to notice, and written in plain language. If you earn commissions, say “I earn commissions from links.” If the product was free, say “I received this for free.” If you were paid, say “This is a paid ad.”
If you mention pricing, savings, results, or performance claims, keep proof (screenshots, emails, test results), and avoid promising outcomes you cannot support.
How I help
I review your funnels, landing pages, storefronts, and video scripts to identify FTC risk: missing disclosures, unclear affiliate language, testimonial risk, and claims that need proof. The goal is simple: keep your growth clean, reduce disputes and chargebacks, and avoid enforcement trouble.