FTC Endorsement Guides

These set out how the Federal Trade Commission reads existing advertising law when it is applied to endorsements, and the 2023 revision tightened things for creators. A disclosure has to be clear and conspicuous, which the guidance defines as hard to miss and easy for an ordinary viewer to understand, placed where the audience will meet it without hunting for it. For video that means saying it in the video, since people watch without reading the description. Free products, affiliate commission, paid travel and family or employment ties all count as material connections. A platform's built-in paid-promotion toggle on its own may not be enough.