FTC Compliance for Influencer Marketing
The FTC has cracked down on influencer marketing. Brands and creators both face liability for undisclosed paid posts. This guide covers exactly what the FTC requires.
The core rule
Any 'material connection' between brand and creator must be disclosed clearly and conspicuously. Material connection includes cash payments, free product, discounts, and family relationships.
What 'conspicuously' means
At the start of the caption, not buried at the bottom. In the video itself for spoken disclosures. In a clear hashtag like #ad or #sponsored — not #sp or #partner (the FTC has said these are too vague).
Platform-specific rules
Instagram: 'Paid partnership' tag plus #ad in caption. TikTok: built-in disclosure plus spoken or written acknowledgement. YouTube: verbal disclosure plus on-screen text in first 30 seconds.
Brand liability
The FTC has fined brands for failing to monitor creator disclosures. You can't claim ignorance — you must have a compliance program.
Penalties
Up to $50,120 per violation. Recent FTC actions have resulted in 6-7 figure settlements for major brands.
Tools to help
Social Perks auto-injects FTC-compliant disclosure language in every brief and monitors published posts for compliance.
Related topics
See also: Influencer contracts, How to find influencers, Influencer outreach templates, Influencer campaign measurement, Nano vs macro influencers.
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