A material connection is any relationship between an advertiser and an endorser that affects a recommendation's credibility. This includes payments, free samples, or family ties. If an audience wouldn't expect the connection, you must disclose it.
Disclosures must be clear and conspicuous. This means the text is easy to see and understand. Avoid hiding labels in footers, behind "read more" buttons, or using low-contrast colors. On mobile, the disclosure should appear before the user scrolls.
An endorsement is a message consumers perceive as the opinion of someone other than the brand. Native advertising mimics the platform’s editorial style. Both require distinct labeling so users can distinguish between organic content and paid ads.
Audit your assets using these definitions. If a reasonable consumer could be misled about your relationship with a brand, your disclosure strategy needs a reset. ⚖️
Disclosure Desk
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The FTC glossary: four essential compliance terms every affiliate must master
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