FTC rules for clear and conspicuous disclosures in digital advertising, native advertising, and social media — including the .com Disclosures guidance, endorsement and testimonial standards under 16 CFR Part 255, and the advertising substantiation doctrine.
What this covers
The FTC's advertising substantiation doctrine requires that any objective claim — health, performance, savings — be backed by competent and reliable evidence before it is made, not after a complaint is filed. Under 16 CFR Part 255, any material connection between an endorser and the advertiser must be clearly and conspicuously disclosed; this applies to influencers, employees, family members, and anyone receiving free products or payment. The FTC's .com Disclosures guidance specifies that buried footnotes, vague 'learn more' links, and disclosures visible only after scrolling do not meet the clear and conspicuous standard for digital advertising.
Start with the current guidance below, then use recent updates for context on what shifted.