The Federal Trade Commission (FTC) enforces strict guidelines under 16 CFR Part 255 requiring publishers and influencers to disclose material commercial connections with merchants.
1. The Four Principles of 'Clear and Conspicuous' Disclosures
FTC Compliance Golden Rule
Disclosures must be unavoidable. Placing a tiny 'Affiliate Disclosure' link in a website's footer is legally insufficient under FTC precedent. Disclosures must precede or accompany the commercial recommendation.
| Requirement | FTC Compliant Implementation | Non-Compliant / High-Risk Practice |
|---|---|---|
| Prominence & Placement | Immediately above or next to the recommendation / CTA button | Buried in bottom footer or behind a vague 'Terms' hyperlink |
| Clear Language | 'We earn commissions if you purchase via our links' | Ambiguous abbreviations like 'Aff Link', 'Collab', or 'Partner' |
| Visual Contrast | High-contrast text matching or exceeding body copy font size | Low-contrast light gray text on white backgrounds |
| Mobile Responsiveness | Visible without requiring user scrolling on 390px mobile screens | Disclosures hidden in collapsed sidebars or mobile sub-menus |