Content creators, influencers, affiliate marketers, and anyone endorsing or promoting products or services to consumers
I don't have the actual policy text from 16 CFR Part 255 to summarize—only website security notices and headers were provided. 16 CFR Part 255 is the FTC's foundational rule requiring that endorsements and testimonials be truthful, based on actual experience, and that any material connections (like payment or free products) be clearly disclosed to the audience.
Requirements
Endorsements and testimonials must be truthful and based on actual experience
Disclose any material connections (payment, free products, affiliate relationships) clearly and conspicuously
Don't make claims you can't substantiate
Disclosures must be easy to see and understand (not hidden in fine print or footnotes)
Why it matters
Violating these rules can result in FTC enforcement action, account suspension, fines, and legal liability—plus it damages audience trust and your credibility as a creator or seller.
Creators and sellers promoting products on TikTok, particularly those using Stitch or Duet features
TikTok expects creators and sellers to promote products honestly and authentically. When you use features like Stitch or Duet, you must add your own unique edits or commentary rather than just reposting someone else's content. All promotional content must comply with intellectual property laws and cannot feature counterfeit or knockoff products.
Requirements
Promote only products that match what's actually listed for sale
Add your own edits or commentary when using Stitch or Duet features
Do not repost your own content without modification
Avoid promoting counterfeit, knockoff, or copyrighted material
Why it matters
Violating these rules can result in content removal, account suspension, or legal liability for intellectual property infringement.
All creators promoting products on TikTok Shop globally
You must promote products accurately by matching what you show in your content to what's actually listed for sale, keep all promotional content original and creative (not reposted or copied), and respect intellectual property rights by avoiding counterfeit goods and copyrighted material.
Requirements
Match the promoted product exactly to the listed product in details, appearance, and specifications
Show product use through demonstrations, multiple angles, details like size/weight/ingredients, and personal reviews
Add your own edits, commentary, or voiceover when stitching or dueting videos—never repost unoriginal content
Avoid promoting counterfeits, knockoffs, or content using copyrighted material or unauthorized use of brands/people
Why it matters
Inaccurate or unoriginal promotional content can result in enforcement actions including content removal or temporary feature limitations, while accurate and original content builds customer trust and boosts engagement.
TikTok Shop sellers and creators promoting products in videos or livestreams
You must include clear visual and verbal details about the product you're promoting to help viewers understand what they're buying. The product shown in your content must match the actual listed product in terms of physical type, shape, and key features—though color variations are okay.
Requirements
Show the product in real-time use, from multiple angles, and explain its size, weight, features, ingredients, price, and shipping details
The product shown must match the listed product in physical type, shape, and form—color differences are acceptable
If showing sample sizes different from the listed product, include a clear disclaimer
For makeup/skincare applied to skin, you may omit showing the physical product itself
Why it matters
Accurate product presentation builds buyer trust and reduces returns; misrepresenting products can result in content removal or account penalties.
TikTok Shop sellers and creators posting promotional content, product demonstrations, and livestreams
You must create original content that showcases you and the product clearly, with a fresh script and unique perspective for each video. Don't repost content from others, use copyrighted material, or present products that differ from what's actually being sold—and never pass off screen recordings or pre-recorded clips as live content.
Requirements
Create distinctly original content with you visible on camera; develop a new script for each video rather than repeating past content
Do not repost others' content, use copyrighted material (songs, film clips, TV footage), or post content with platform watermarks unless adding significant creative changes
Do not use screen recordings, pre-recorded clips, or mismatched products in livestreams—the product shown must match what's being sold in your listing
Give credit to original creators if using their content, and diversify your backgrounds and presentation across posts
Why it matters
Violating originality and authenticity rules can result in content removal, account restrictions, or seller suspension; showing mismatched products damages trust and may violate TikTok Shop policies.
Who this applies to
All TikTok creators and sellers uploading promotional and product content
TikTok requires you to upload videos in native formats without technical manipulation designed to hide or disguise content. You cannot use editing tricks like adding bars, inserting unrelated frames, altering aspect ratios, or layering content to bypass platform review systems. Your videos should maintain a single, clear visual narrative without hidden or irrelevant elements.
Requirements
Upload videos directly filmed or edited within TikTok without external manipulation
Do not add unrelated content, stickers, or bars to the top/bottom of videos to hide primary content
Do not insert irrelevant frames or alter aspect ratios, colors, or overlays to conceal policy-violating material
Do not merge content that isn't yours without permission; maintain a continuous, authentic visual narrative
Why it matters
Videos that use these editing tactics to bypass detection will violate platform policy and risk removal, account suspension, or loss of promotional privileges.
Content creators, TikTok Shop sellers, and affiliate marketers promoting products
You cannot promote counterfeit products (unauthorized copies with brand trademarks) or knockoffs (products that closely resemble branded products without being official copies). You must verify that products you promote are authentic, properly branded, and authorized for sale—and you cannot use anyone's name, image, likeness, or trademarks without permission.
Requirements
Don't promote counterfeits (unauthorized branded copies) or knockoffs (products copying a brand's design, feel, or look—even 50-60% similarity is not allowed)
Verify authenticity by checking the product's design, trademarks, and pricing against similar products; report suspicious items instead of promoting them
Only use accurate branding in product listings (matching seller authorization) and don't use brand names, logos, or trademarks without permission
Never promote products with disguised branding (misspelled names, spaces removed, numbers replacing letters) or that emphasize similarity to authentic branded products
Don't use anyone's name, image, or likeness to promote products without their permission
Why it matters
Violating these rules risks account suspension, listing removal, and legal liability for trademark infringement and false advertising.
Who this applies to
All TikTok Shop creators and sellers promoting products through content and livestreams
TikTok Shop creators and sellers must follow specific content standards when promoting products to avoid platform enforcement action. The policy prohibits practices like low-quality content, misleading claims, irrelevant product promotion, redirecting traffic away from TikTok Shop, gambling activities, violent content, dangerous stunts, and risky health claims. You should use TikTok's Video Pre-Check Tool before posting to catch potential violations.
Requirements
Do not create low-quality, misleading, or irrelevant content to promote products
Do not redirect viewers away from TikTok Shop
Do not use brands' logos without permission or to falsely suggest product similarity
Do not include customer reviews, brand logos, or brand identities without permission
Do not promote pirated or counterfeit products (e.g., game consoles with pirated games)
Do not use violent, hateful, gambling, or dangerous content as promotion or clickbait
Do not create risky weight management content
Use the Video Pre-Check Tool before posting to identify violations
Who this applies to
Social media influencers, content creators, and anyone promoting products or services on social platforms in exchange for payment or free items
This is an FTC guidance document that explains disclosure requirements for social media influencers and creators. It covers what you need to tell your audience when you're being paid or receiving free products in exchange for promoting something online.
Requirements
Clearly disclose material connections to brands or products you promote. Make disclosures upfront and in language your audience will understand. Use clear terms like "sponsored," "ad," or "I was paid to promote this" rather than vague hashtags or fine print.
Why it matters
Failing to disclose paid promotions violates FTC rules and can result in enforcement action against you and the brand. Clear disclosures build audience trust and keep you compliant with federal advertising standards.
Content creators, influencers, affiliate marketers, and anyone promoting products or services on social media or other platforms
The FTC requires that anyone who endorses or promotes a product—whether you're an influencer, content creator, or affiliate marketer—must clearly disclose any material connection you have to the brand or product. This includes payment, free products, sponsorships, or any other benefit. Your audience needs to know upfront if you're being compensated, so they can evaluate whether your recommendation is genuine or influenced by money.
Requirements
Clearly and conspicuously disclose any material connection to the brand or product you're endorsing, including payment, free products, or other compensation. Disclosures must be easy to see and understand—not buried in fine print or unclear hashtags. The disclosure should appear before or alongside the endorsement, not hidden at the end.
Why it matters
Failure to disclose can result in FTC enforcement action, fines, and damage to your credibility with your audience. Platforms like TikTok may also remove content or suspend accounts for undisclosed sponsorships.
Brands using influencers to promote products, particularly in the wellness and health supplement space
This FTC enforcement action against Teami shows that influencer marketing partnerships must be clearly disclosed to consumers. Companies cannot hide payments to well-known influencers and must ensure health claims about products are truthful and supported by evidence.
Requirements
Clearly disclose all payments or partnerships with influencers
Ensure health claims made by influencers are truthful and substantiated
Do not use well-known influencers without adequate transparent disclosure of compensation
Why it matters
Failure to disclose influencer payments and making unsupported health claims can result in FTC enforcement action, fines, and damage to your brand reputation.
Brands and marketers who pay influencers to promote products, particularly health-related goods like supplements or wellness teas
The FTC took enforcement action against a tea marketer for failing to clearly disclose payments made to well-known influencers who promoted the brand, and for making unsupported health claims about the products. Both hidden influencer payments and misleading health claims violate FTC rules on truthfulness and transparency.
Requirements
Disclose all material payments or compensation given to influencers in a clear and conspicuous manner
Do not make health claims about products unless those claims are supported by reliable evidence
Ensure influencer disclosures are visible and understandable to consumers seeing the promotion
Why it matters
Failure to disclose influencer payments or making unsupported health claims can result in FTC enforcement action, penalties, and loss of consumer trust.
Brands and companies using influencers or well-known personalities to promote products, particularly health and wellness products like teas and supplements.
The FTC enforcement action against Teami demonstrates that influencer marketing partnerships must be clearly and adequately disclosed to consumers. Companies cannot hide the fact that they've paid influencers to promote their products, and all health claims made in those promotions must be supported by reliable evidence.
Requirements
Clearly disclose all payments, sponsorships, or material connections between brands and influencers before or during promotional content
Ensure health claims made by influencers are truthful and substantiated with credible scientific evidence
Do not use paid influencers to make unproven health benefit claims
Make disclosures prominent and easy for consumers to notice (not hidden in fine print or obscure locations)
Why it matters
The FTC has enforcement authority to fine companies and force corrective advertising, so failure to properly disclose paid influencer partnerships and unsupported health claims can result in significant legal and financial penalties.
Companies and brands that pay influencers to promote products, particularly in the health, wellness, and beauty categories; influencers and creators who receive payments for endorsements
This FTC enforcement action against Teami shows that companies cannot hide payments to influencers or make unsupported health claims about their products. If you pay influencers to promote your products, you must clearly disclose those payments to consumers, and all health claims must be truthful and backed by evidence.
Requirements
Disclose all payments or material compensation to influencers in a clear, conspicuous manner visible to consumers
Support all health claims with scientific evidence; do not make unsubstantiated health benefits
Ensure disclosures are obvious even in social media posts (not buried in comments or fine print)
Review influencer content before publication to verify claims are accurate and compliant
Why it matters
Failure to disclose influencer payments or make unsupported health claims can result in FTC enforcement action, fines, and reputational damage to your brand.
Brands, marketers, and creators promoting consumer products (particularly food, beverages, and health-related items) using influencer partnerships
The FTC took action against a tea marketer for failing to clearly disclose that it paid well-known influencers to promote its products, and for making health claims about the tea that were not adequately supported by evidence. Influencers and marketers must transparently reveal paid sponsorships and avoid making health or efficacy claims unless they have solid proof.
Requirements
Disclose all payments, sponsorships, or material connections between brands and influencers clearly and conspicuously
Do not make health claims or efficacy claims about products without adequate scientific evidence to support them
Ensure disclosures are prominent and not buried in fine print or secondary locations
Why it matters
Failure to disclose influencer payments or make unsupported health claims can result in FTC enforcement action, including penalties, corrective advertising requirements, and damage to your brand reputation and influencer relationships.
Brands, influencers, and content creators who are paid to promote products, especially in the health and wellness category
The FTC requires influencers and brands to clearly disclose when influencers are being paid to promote products. Failure to adequately reveal these paid endorsements to consumers is deceptive, even if the influencer has a large following. Health claims made in these promotions must also be truthful and supported by evidence.
Requirements
Clearly disclose all payments or compensation from brands to influencers promoting their products
Disclosures must be visible and easy to understand (not hidden in fine print or comments)
Health claims in influencer content must be truthful and backed by scientific evidence
Disclosures should appear in the main content where consumers will see them
Why it matters
The FTC actively enforces these rules and can take legal action against both brands and influencers for deceptive endorsements, resulting in fines and being required to pay consumer redress.
Brands and creators working with paid influencers to promote products, particularly health and wellness products
This FTC enforcement action against Teami illustrates that influencers and brands must clearly disclose when influencers are being paid to promote products. The FTC found that Teami failed to adequately tell consumers that well-known influencers were compensated for their endorsements, and also made health claims about their tea products that weren't supported by evidence.
Requirements
Clearly disclose when influencers are paid to promote your products
Do not make health claims about products unless you have solid evidence to support them
Ensure disclosures are prominent and easy for consumers to see
Paid partnerships must be disclosed upfront, not hidden in fine print or unclear language
Why it matters
Failure to disclose paid influencer relationships can result in FTC enforcement action, fines, and damage to your brand reputation—and unsupported health claims put you at legal risk.
Brands and marketers who work with influencers to promote products, particularly in the health and wellness category
The FTC took action against a tea company for paying influencers to promote its products without clearly disclosing those payments to consumers, and for making health claims about the products that weren't supported by evidence. Both the hidden payments and unsupported claims violated FTC rules on advertising transparency and substantiation.
Requirements
Clearly disclose all payments or compensation given to influencers for promoting your products
Do not make health claims about products unless you have solid scientific evidence to back them up
Ensure disclosures are obvious and easy for consumers to see (not hidden or hard to find)
Why it matters
Failing to disclose influencer payments or making unsupported health claims can result in FTC enforcement action, fines, and removal of your product listings from platforms.
Content creators and influencers promoting consumer products, particularly in the health and wellness category; brands that pay influencers for endorsements
The FTC took action against a tea marketer (Teami) for paying influencers to promote their products without clearly disclosing those payments to consumers, and for making health claims about their products that weren't supported by evidence. This case shows the FTC enforces rules requiring influencers to be transparent about paid partnerships and prohibits misleading health claims.
Requirements
Clearly disclose when you are being paid by a brand to promote their products
Do not make health claims about products unless they are supported by reliable scientific evidence
Ensure disclosures are clear, conspicuous, and understandable to consumers
Why it matters
Failure to disclose paid promotions or make unsupported health claims can result in FTC enforcement action, damage to your reputation, and potential legal liability.
Content creators and influencers who are paid to promote products
The FTC requires influencers to clearly disclose when they have been paid or given free products in exchange for promoting a brand. Failing to adequately reveal these financial relationships is deceptive and violates FTC rules. Additionally, any health claims made about products must be supported by reliable evidence.
Requirements
Clearly disclose all paid sponsorships and brand partnerships in your content
Disclose when you've received free products or compensation in exchange for promotion
Only make health claims about products if you have reliable evidence to back them up
Make disclosures prominent and easy for viewers to notice
Why it matters
Failing to disclose influencer payments can result in FTC enforcement action, fines, and damage to your reputation and business relationships.
All creators, influencers, and businesses running native advertising campaigns or sponsored content
The FTC requires that native advertising—content that looks like editorial material but is actually paid promotion—must be clearly labeled so consumers know it's an advertisement. This applies to all forms of native ads, including sponsored articles, influencer posts, and branded content across websites, social media, and other platforms.
Requirements
Clear and conspicuous disclosure that content is sponsored or paid advertising. Disclosures must be placed where consumers will notice them before engaging with the content. Generic terms like "sponsored" or "ad" are acceptable if they clearly signal commercial intent.
Why it matters
Failure to disclose native ads can result in FTC enforcement action, fines, and damage to your credibility with audiences. Clear labeling builds consumer trust and keeps you compliant with federal advertising law.
Sellers offering used or rebuilt merchandise for sale
The FTC requires sellers to clearly disclose when merchandise is used or rebuilt before sale. Failing to provide truthful, prominent disclosure of the condition of used or rebuilt items is a penalty offense that can result in FTC enforcement action.
Requirements
Must clearly disclose that merchandise is used and/or rebuilt
Disclosures must be truthful and not misleading
Disclosures must be prominent and conspicuous to buyers
Failure to disclose is treated as a penalty offense by the FTC
Why it matters
Violating this rule can trigger FTC enforcement action, potential fines, and forced corrective advertising or product recalls.
