In today’s digital landscape, influencer marketing is bigger than ever, with brands pouring billions into social media partnerships. However, with great influence comes great responsibility. That’s where the Federal Trade Commission (FTC) guidelines come in—ensuring transparency, honesty, and ethical marketing practices in influencer-brand collaborations. If you’re an influencer, not following FTC guidelines could land you in serious legal trouble. The FTC has been cracking down on deceptive advertising, and in 2025, penalties for violations are steeper than ever.
So, what exactly do influencers need to know about FTC endorsement guidelines in 2025? Let’s break it down.
What Are the FTC Guidelines for Endorsements?
The FTC endorsement guidelines apply to all types of advertising, including TV, print, radio, and—most importantly for influencers—social media.
These rules aim to protect consumers from misleading claims and deceptive promotions. While the FTC doesn’t consider them strict laws, violating these guidelines can lead to investigations and legal action.
Here are the core principles every influencer should follow:
- Be Honest – Only endorse products you’ve actually used and genuinely like. You can’t claim a product changed your life if you’ve never tried it.
- Disclose Material Connections – Whether you’re paid, gifted a product, or affiliated with a brand, you must clearly disclose that relationship.
- Avoid Misleading Claims – Don’t exaggerate or promote unrealistic results unless they’re proven by the brand. If a weight loss product claims to make you lose 20 pounds in a month, the company must provide verified data to support it.
- Make Disclosures Clear & Conspicuous – Don’t hide disclosures in a sea of hashtags or vague wording. Transparency builds trust!
Common Questions About FTC Guidelines
1. How Should I Disclose a Paid Endorsement?
Simply tagging the brand isn’t enough! You need to spell it out clearly.
🚫 Incorrect: Tagging the brand and adding #collab
✅ Correct: Writing “This post is sponsored by [Brand Name]” or “Ad: I partnered with [Brand Name] on this review.”
Disclosures should be easy to spot—don’t hide them at the bottom of your caption or in your profile bio.
🔹 Pro Tip: Every single sponsored post requires a disclosure—having one on your profile doesn’t cover future content!
2. Do I Need to Disclose Free Products or Discounts?
Yes! If a brand sends you a gifted item, free product, or even a special discount, you must disclose it—even if you weren’t paid directly.
Example Disclosure: “I received this product for free from [Brand Name] to review, but all opinions are my own.”
Even if you buy a product with an influencer discount and post about it, you should mention the discount arrangement.
FTC Guidelines for Social Media Influencers
If you’re an influencer, you’re legally responsible for following FTC rules—not just the brands you work with. Here’s what you need to do:
1. Always Be Transparent About Brand Partnerships
Whether you’re reviewing skincare, fitness supplements, or fashion, let your audience know if you have a paid or gifted relationship with the brand.
Don’t:
❌ Hide disclosures under multiple hashtags.
❌ Use vague terms like “Thanks to [Brand Name]” without explaining the partnership.
Do:
✅ Clearly state your connection at the beginning of your post.
✅ Make sure it’s visible on both images and captions.
2. Adjust Disclosures for Different Platforms
FTC rules require disclosures to be tailored to different content formats:
📷 Instagram, TikTok, & Snapchat: Add a text overlay in images and videos. Don’t just put it in the caption!
🎥 YouTube & Live Streams: Say it out loud at the beginning and end of the video. Also, include it in the description.
📝 Blog Posts & Websites: Place affiliate disclaimers where readers can easily see them—at the top of posts, not buried in the footer.
🔗 Want to see examples? Check out this FTC-approved disclosure guide with real-world examples.
3. Follow Each Platform’s Rules (But Don’t Rely on Them)
While platforms like Instagram, YouTube, and TikTok offer built-in brand partnership labels, these alone aren’t always enough. The FTC requires influencers to make their own clear disclosures, even if they use the platform’s tools.
FTC Guidelines for Testimonials & Reviews
Since influencers hold major sway over their followers’ purchasing decisions, misleading testimonials can be damaging. The FTC has strict rules on this:
🚨 Avoid These Mistakes:
• ❌ Don’t promote products you’ve never used.
• ❌ Don’t make exaggerated claims without scientific backing.
• ❌ Don’t endorse a product just because a brand paid you, if you actually had a bad experience with it.
✔️ Do This Instead:
• ✅ Always disclose if you’re being paid for a testimonial.
• ✅ If sharing results (e.g., fitness before-and-after), clarify that results vary.
• ✅ Use clear language—avoid vague terms like “collab” or “spon.”
How to Properly Disclose Brand Partnerships on Social Media
Different content types require different disclosure techniques. Here’s how to do it:
Image-Based Posts (Instagram, Pinterest, Snapchat): Overlay disclosure text directly on the image. Start your caption with a disclosure (e.g., “Ad: This is a sponsored post for [Brand]”).
Video Reviews (YouTube, TikTok, Instagram Reels): Say it out loud within the first 30 seconds of your video. Include an on-screen text disclosure so viewers who watch on mute don’t miss it.
Live Streams (TikTok Live, Instagram Live, Facebook Live): Mention the brand partnership multiple times throughout the stream. Use on-screen text or pinned comments to ensure late viewers see the disclosure.
Stay Compliant & Build Credibility as an Influencer
Being honest with your audience isn’t just a legal requirement—it’s the key to long-term trust and success as an influencer. Best Practices for 2025:
- Stay updated on FTC regulations (they change often!).
- Make disclosures clear, visible, and specific.
- Use FTC-approved terminology (“Sponsored by [Brand]” or “Paid partnership with [Brand]”).
- Never mislead your audience for profit—it’s not worth the risk.
Looking for an easy way to monetize your content while staying FTC-compliant? Check out BrandU’s creator platform for streamlined brand partnerships.
Start Monetizing Your Social Media Account With BrandU
Social media influencers have a big responsibility to honestly disclose brand promotions with their audiences. Influencers can also have a big impact by promoting products their audiences benefit from.
As long as you are sharing authentic content, being honest in your reviews, and letting your audience know that you will be paid from every sale, you can earn a living through influencer marketing while becoming a trusted expert that your followers count on as a go-to resource.
Start monetizing your loyal following by sharing reliable products and affordable deals from more than 1,000 of the world’s top brands on BrandU. If you need extra help to make sure you’re following FTC guidelines, you can turn to BrandU’s supportive network of experts, including dedicated account managers and friendly and responsive U.S.-based customer support.