FTC Disclosure Rules for Bloggers and Affiliates: What You Must Do (2026)

In March 2013 the US Federal Trade Commission updated its “Dot Com Disclosures” guide on how to make clear disclosures in digital advertising. I suggested every blogger and social media marketer read it. The FTC has since revised its Endorsement Guides (2023) and banned fake reviews (2024), so the FTC disclosure rules matter even more today. Here’s a practical summary. (This is general information, not legal advice.)

Quick answer: If you earn money, free products or any other benefit for mentioning a product, you must clearly disclose it. Put the disclosure close to the recommendation or link, before readers act, in plain words like “I earn a commission if you buy through this link” or “Sponsored”. Disclosures must be hard to miss on every device, and fake or paid reviews presented as independent are illegal.

When you need a disclosure

• Affiliate links (Amazon, software, hosting and so on).
• Sponsored posts, videos or social media posts.
• Free products, trips or services you review.
• Family, employment or business ties to a brand.

How to make a clear disclosure

• Placement: near the claim or link, not only on an “About” or footer page.
• Timing: before the reader clicks or buys; in videos, say it out loud and show it on screen.
• Wording: simple language such as “Ad”, “Sponsored”, “Paid partnership” or “I get a commission”. Avoid vague terms like “#sp” alone.
• Visibility: readable size and contrast on mobile, not hidden behind “more” links.
• Platform tools: use built-in paid partnership labels, but add your own disclosure too if needed.

Fake reviews and endorsements

The FTC’s rule on consumer reviews, in effect since October 2024, prohibits buying or selling fake reviews, AI-generated fake testimonials, review suppression and undisclosed insider reviews. Penalties can be significant.

Practical checklist for bloggers

1. Add a short disclosure at the top of posts with affiliate links.
2. Label sponsored content clearly in the title or first line.
3. Mark affiliate links rel=”sponsored”.
4. Only endorse products you’ve actually used or researched.

Read the FTC’s own Disclosures 101 for influencers and the Endorsement Guides FAQ. New to affiliate income? Start with getting your first affiliate sale.

FAQ

Do FTC rules apply outside the US?

They apply when your content reaches US consumers. Many countries, including the UK and India, have similar advertising disclosure rules.

Is “affiliate links may be included” enough?

It’s better to be specific and place it near the links, like “I earn a commission from links in this post.”

Do I need to disclose free products?

Yes, free products count as compensation.