If you’re blogging, reviewing products, or running affiliate links—you need to know how the FTC’s disclosure rules and “material connection” requirements impact you today. Transparency, compensation, and compliance explained.

Bloggers, Paid Reviews & the FTC: A Fresh Look

Blogging has come a long way since the early days of “here’s my honest review.” Today, many bloggers partner with brands and get freebies or affiliate links, which makes transparency more important than ever. The Federal Trade Commission (FTC) has updated and refined its rules around endorsements, influencer marketing, and reviews. If you write about products, services, or anything you didn’t fully pay for yourself, this matters to you.

What’s changed (and what hasn’t)

At the heart of the rules is the concept of a material connection:  any relationship between the reviewer (that’s you) and the brand that could affect how a reader perceives your view. That might be:

• getting paid cash or in-kind (free product, discount, gift)
  
• affiliate links where you earn a commission
  
• employment, family ties or other business relationships
  
  The FTC expects bloggers, influencers, and anyone who reviews/endorses to disclose such connections clearly and conspicuously, meaning it’s easy for an average reader to see and understand. 

The rules apply broadly, not just to big influencers. Even “small” bloggers who get a product for free or use affiliate links should consider the guidance. 

Why many blog-writers are uneasy

One common complaint: “How can the FTC possibly monitor or enforce this across the internet?” You voiced that skepticism well. Indeed:

• If a blogger based outside the U.S. mentions a product and gets value, does the rule apply? Yes, if the post affects U.S. consumers.
  
• Does receiving AdSense revenue trigger a required disclosure? Not automatically; you only need to disclose when there’s a material connection (e.g., a brand paying you or giving you free product for a mention).
  
• The enforcement can seem fuzzy: yes, penalties exist, but how they’re applied in practice is less obvious.
  

The current scenario 2025’s landscape

• Brands and agencies are more vigilant: many now include disclosure clauses when working with bloggers/influencers, emphasizing “Ad,” “Paid partnership,” and “Sponsored.” 

• Platforms (social media, video sites) expect or support disclosure mechanisms (e.g., the “Paid promotion” checkbox on videos). But these alone may not be enough by FTC standards.
  

• For blogs, affiliate marketing is widespread. Many bloggers earn commissions via links. The FTC guidance says you must make the connection clear (e.g., “If you buy via my link, I earn a commission”). 

• International bloggers: Even if you’re outside the U.S., if your content influences U.S. consumers, you’re within scope. Also, beware of local laws (UK, Canada, Australia), which may have similar rules.
  

What it means for you as a blogger or webmaster

• Review every blog post that mentions a product, service, or brand: did you get free product? A discount? Did the brand ask you to write something?
  
• If yes: add a clear disclosure near the top of your post (not buried at the bottom), something like “This post is sponsored by Brand X”
  or
  “I received a free sample of Product Y; my opinions are my own.”
  
  
• If you use affiliate links, include a disclosure like, “Some of the links below are affiliate links; if you buy via these links, I earn a commission at no extra cost to you.”
  
  
• Avoid vague language: #sp, #thanks, and #collab are not sufficient according to the guidance. Use #ad or #sponsored.
  
• Be transparent even if you believe your review is unbiased. The rule isn’t “biased review” but “material connection.” If there’s a connection, disclose it.
  
• Keep records of what brand relationships you had, what you got, and what you said. This helps if issues arise.
  

Conclusion

Yes, you can feel skeptical about how enforceable or fair the rules are. But as a blogger or webmaster, it’s wise to treat them as part of your risk management and audience trust strategy. Transparent disclosures won’t hurt your brand; they’ll build credibility. And with affiliate marketing and sponsored content being so common today, disclosure is simply part of being a responsible online publisher.

Some common questions answered (FAQs)

1Q: Do I need to retroactively add disclosures to old blog posts?

A: It’s good practice. While enforcement tends to focus on “current” posts, transparency over time strengthens trust and reduces risk.

2Q: What about freebies that, e.g., a PR agency stamps “review copy—free” but does not ask anything in return?

A: It still counts as a material connection if the product is given with expectation (explicit or implied) of review/mention. If in doubt: disclose. 

3Q: My blog is UK-based and mostly for a UK audience. Do I need to follow the FTC rules?

A: If your content reaches or is likely to reach U.S. consumers, the FTC guidance applies. Also check local jurisdiction rules (for the UK, see the Advertising Standards Authority (ASA)).

4Q: Does a site that just shows ads (AdSense) have to carry disclaimers on every post?

A: Not necessarily just because of AdSense. The key is material connection between the brand and your endorsement. If you’re just hosting ads and providing independent opinion (with no payment/gift by the reviewed brand), you likely don’t need the same disclosures.