What are the most important FTC guidelines for influencers to follow?

1 Be honest and clear

The FTC requires influencers to disclose any material connection they have with a brand or product they endorse or promote. A material connection is anything that might affect the credibility of your opinion, such as payment, free products, discounts, gifts, or personal or family relationships. You must disclose your material connection in a clear and conspicuous way, so that your followers can easily see and understand it. You cannot hide or bury your disclosure in a hashtag, link, or footnote, or use vague or ambiguous language, such as "thanks", "collab", or "sponsored".

2 Use the right platform and format

The FTC also expects influencers to adapt their disclosures to the platform and format they use. For example, if you use a video platform, such as YouTube or Instagram Stories, you should make your disclosure both verbally and visually, and repeat it often enough to ensure that your viewers notice it. If you use a picture platform, such as Instagram or Snapchat, you should make your disclosure in the first few lines of the caption or overlay it on the image. If you use a live stream, such as Facebook Live or Twitch, you should make your disclosure at the beginning and end of the stream, and periodically during it.

3 Follow the specific rules for each platform

The FTC acknowledges that different platforms may have their own tools or features for influencers to disclose their material connections, such as branded content tags, paid partnership labels, or sponsored filters. However, the FTC warns that these tools or features may not be sufficient or effective on their own, and that influencers should still follow the general principles of honesty and clarity. The FTC also advises influencers to check the terms and policies of each platform they use, and to comply with any additional requirements or restrictions they may have.

4 Be responsible and accountable

The FTC reminds influencers that they are responsible for their own endorsements and promotions, and that they cannot rely on others to make or monitor their disclosures. For example, if you work with an agency, a network, or a brand, you should not assume that they will take care of your disclosures for you, or that they will tell you what to say or do. You should also not assume that your followers already know about your material connections, or that they will figure them out by themselves. You should always be transparent and truthful about your relationships with brands and products, and be ready to answer any questions or complaints from your followers or the FTC.

5 Keep up with the changes and updates

The FTC regularly updates and clarifies its guidelines for influencers, based on the changes and trends in the influencer marketing industry and the consumer feedback. The FTC also provides examples and resources for influencers to learn and apply the best practices for disclosing their material connections. You should always keep up with the latest FTC guidelines and guidance, and review and revise your disclosures accordingly. You should also stay informed and educated about the ethical and legal standards for influencer marketing, and respect the rights and interests of your followers, brands, and products.