endorsement
FTC Tightens Endorsement Rules: What Affiliates Need to Know
By BanProof Team · Published August 6, 2026
The FTC's June 2023 updates to its Endorsement Guides introduce stricter disclosure requirements that affect how affiliates promote products online, especially on social media.
What Changed in the FTC's Endorsement Guides?
The FTC updated its Endorsement Guides in June 2023 after 14 years, focusing on modern advertising practices like social media influencers and fake reviews. The most significant change is the requirement for 'unavoidable' disclosures of material connections between endorsers and brands.
Why This Matters for Affiliate Marketers
Affiliate marketers now must ensure all endorsements include clear, unavoidable disclosures of any compensation, free products, or other material connections. This applies to all platforms, including TikTok, Instagram, YouTube, and blogs.
How to Comply With the New Rules
Use clear language like 'Paid partnership with [Brand]' or 'Ad' that cannot be missed. Place disclosures at the beginning of content, not buried in hashtags or small text. For video content, overlay text or voiceover disclosures are recommended.
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