# FTC Endorsement Guides

URL: https://idukki.io/glossary/ftc-endorsement-guidelines
Category: Legal and compliance
Also called: FTC disclosure rules, #ad rules

US Federal Trade Commission rules requiring clear and conspicuous disclosure of any material connection between a brand and an endorser. Brands are liable for the endorser's disclosure failures, not just their own.

## Related terms

- [ASA / CAP (UK)](https://idukki.io/glossary/asa-cap-uk)
- [GDPR (UGC compliance)](https://idukki.io/glossary/gdpr)

Authority reference: https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers