FTC compliance &
transparency guide.

Purpose and scope

This guide concerns advertising endorsements and disclosure of relationships with a brand. It does not establish a sweepstakes’ eligibility, entry methods, prize terms or winner-selection process. Those details belong in the campaign’s reviewed official rules.

US requirements can apply to content posted outside the US when it is reasonably foreseeable that the content will affect US consumers. Other markets may have additional requirements. FTC guidance on scope ↗

When to disclose

A material connection is a relationship that could affect how people assess an endorsement. Payment, free products, discounts, employment and family relationships can all matter. Do not assume the audience already knows about the connection.

Describe all relevant benefits accurately. Receiving a free product and receiving payment are different facts. A disclosure of one may not explain the other. FTC guidance on material connections ↗

Make disclosures visible

Keep the disclosure with the endorsement, where people can notice and understand it. Avoid a profile-only disclosure, hidden comments or text that needs a “more” click.

• Posts and images: make the disclosure easy to see in the content people actually view. Use readable text with enough contrast.
• Video: put the disclosure in the video. Match how the endorsement appears: visual, spoken, or both.
• Live content: repeat the disclosure so people who arrive later can see or hear it.
• Platform tools: a paid-partnership label can help, but do not assume it is sufficient on its own.

Use the same language as the endorsement. There is no universal timing shortcut that makes every disclosure adequate. FTC disclosure placement guide ↗

Sweepstakes content

A chance to win can be an incentive. If a campaign rewards an endorsement or promotional post with entry into a sweepstakes, make that incentive clear.

The FTC explains that a brand-specific hashtag containing the full word “sweepstakes” or “contest” can make the connection clearer. A vague tag or “sweeps” can leave readers unsure. FTC guidance on social media contests ↗

Campaign messaging should also direct readers to the actual official rules and free-entry route. A disclosure about an endorsement does not replace those rules or make a promotion legally approved.

Honest claims and reviews

Endorsements should reflect the speaker’s real experience and opinion. Do not invent customers or quotes, imply experience someone does not have, or make product claims without support.

Present results with their source and context. Keep an individual campaign’s outcome distinct from a typical result or a promise about another store. Disclose incentives that could affect how readers evaluate a review. FTC guidance on endorsements and review programmes ↗

Before content goes live

1. Identify the brand, creator and benefits involved.
2. Check each format, including captions, video, stories and live content.
3. Confirm that the disclosure describes the relationship and remains easy to notice.
4. Check product claims, customer permissions and the source of any results.
5. Use the campaign’s reviewed official rules and current entry information.
6. Have the responsible team review the final content and address issues after publication.

This checklist supports a review; it does not certify compliance. Advertisers and endorsers have responsibilities for their content. Read the FTC’s full guidance ↗

Sources and questions

Read the original FTC publications for context and examples. This draft reflects sources checked on 13 September 2026.

For questions about Sweepsy, contact our team. For legal advice about your obligations, consult qualified counsel. Sweepsy does not claim FTC approval or affiliation.