F.T.C. Compliance is a Must!

Everything you need to know.

Whether you’re working on sponsored content or promoting affiliate links, following FTC guidelines is crucial for any influencer’s business. The FTC believes that the consumer deserves the right to know any time a person is paid by a company, given free products, or something of value is exchanged for promotion, when evaluating their recommendation.

According to Sprout Social, 74% of shoppers make buying decisions based on social media content. This amount of influence is powerful and the FTC wants to ensure paid promotions are fully disclosed, honest, and not misleading. It should be very clear in a post that you were paid or will be paid for an endorsement.

Placement is key

Your disclosure should be up front and easy to find. It shouldn’t be buried among hashtags or at the end of your content. It should be noticeable and at the “top of the fold” — that means it should be in the first three lines of the description (before the “more” button). Remember these 4 words:

• Prominence. Is the disclosure big enough for consumers to read easily?

• Presentation. Is the disclosure worded in a way that consumers can easily understand?

• Placement. Geography matters. Is the disclosure where consumers are likely to look?

• Proximity. Is the disclosure close to the claim it modifies?

Disclose every piece of paid content

Assume followers are aware of your brand relationships, even if the content seems like an obvious ad. Be sure to disclose affiliate links, free products, brand ambassadorships, appearances, and collaborations.

Proper disclosure means using  proper verbiage and hashtags. Examples include:

• #ad for affiliate links. 

• #sponsored for paid campaigns.

• This post contains affiliate links, which means I may receive a commission if you click on a link and purchase something.

• Disclosure: Thank you to “Brand Partner” for sponsoring today’s post.

Create trust

Following FTC guidelines will provide an opportunity for your audience to notice and value your strong partner affiliation as a trusted source. As  clear connections with partners and brands are made, audiences will follow suit with support.  Brands will also take notice to compliance, and continue to tap into your reach for paid support.

Check out the latest FTC endorsement guidelines in full, here, and their FAQs, here.