Rules for Influencer Marketing

Today, digital influencers play a key marketing role by driving engagement and exposure through their extensive networks. But marketers are running into confusion about how to comply with FTC guidelines when tapping into endorsements and testimonials from these online personalities.

To assist your team in staying FTC-compliant, GTO is sharing 4 rules of the road for influencer marketing:

  1. Wherever possible, include clear and conspicuous disclosures

Identify the relationship between the brand and the content creator. At a minimum, if there is a description area, disclose the relationship clearly. Additionally, the form of endorsement should match its source (verbal if video, written for text, etc.). This can include #sponsored/#ad for channels with character limits.

  1. Outline disclosure expectations in written document for influencer to sign

Set clear guidelines for content generation and disclosure requirements by getting a written agreement outside of the general contract. This should include boilerplate language to be used in description areas and relevant disclosures for social posting.

  1. Provide a requirement checklist influencers can use when creating content

Make the process simple and easy for the influencers by creating a checklist that can be used when developing content. This should supplement the written expectation document and include relevant information for how the brand should be represented.


  1. Have multiple individuals review content for FTC compliance

Be sure that copy is reviewed by several team members prior to posting to ensure compliance and that all items on checklist are incorporated. Once live, double-check content to ensure consistency with standards and approval.