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Website & Digital United States

FTC Advertising & Endorsement Disclosure Check

Check whether your advertising, influencer marketing, and online reviews comply with FTC disclosure rules and endorsement guides.

Start free check 10 questions · 6 minutes · No signup
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Did you know? The numbers behind this check.

  • Up to $51,744Civil penalty per violation
  • 700+FTC warning letters sent (2022–2024)
  • Clear and conspicuous, above the foldDisclosure requirement
  • August 2023Updated endorsement guides

Why this matters.

The Federal Trade Commission’s Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 CFR Part 255), updated in 2023, require clear and conspicuous disclosure of any material connection between endorsers and the brands they promote. This applies to influencer posts, affiliate links, paid reviews, employee testimonials, and even free product given in exchange for reviews. The FTC has increased enforcement significantly, sending warning letters to hundreds of companies and influencers and pursuing civil penalties against repeat violators.

The guides apply to businesses of all sizes and individual content creators. A ‘material connection’ includes any payment, free products, discounts, family relationships, or employment. Disclosures must be clear and conspicuous — not buried in hashtags, below ‘more’ buttons, or in ways that are easy to miss. The FTC’s updated 2023 guides added new requirements for AI-generated endorsements, fake reviews, and fake social media indicators. State consumer protection laws may impose additional requirements.

Have these to hand.

  • A list of marketing channels you use (social media, blog, email, paid ads)
  • Details of any influencer or affiliate marketing arrangements
  • Whether you provide free products, commissions, or other compensation to reviewers
  • Your current affiliate disclosure language and placement
  • Whether you use AI-generated content, reviews, or testimonials

What you’ll get.

  • 1A score out of 100Where you stand today, at a glance.
  • 2Findings ranked by riskWhat could cost you, highest risk first.
  • 3A plan with timeframesWhat to fix first and by when.

Use this free tool to check whether your advertising, influencer partnerships, affiliate marketing, and online review practices comply with FTC disclosure requirements — and get a prioritised action plan.

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General guidance only, not legal advice. Consult a qualified solicitor or adviser in your jurisdiction for specific issues.