FTC

What FTC means

The Federal Trade Commission (FTC) is the primary US federal agency responsible for protecting consumers and enforcing civil antitrust law. In advertising, the FTC enforces the FTC Act's prohibition of unfair or deceptive acts or practices, the Endorsement Guides (requiring disclosure of material connections), the Health Products Compliance Guidance, the COPPA Rule, and various other advertising regulations. The FTC can pursue enforcement actions resulting in cease-and-desist orders, civil penalties, consumer redress, and injunctive relief. Key FTC advertising principles include: claims must be truthful and backed by evidence, endorsements must reflect honest opinions with disclosed material connections, and advertising must not be unfair. FTC enforcement actions increasingly target digital and social media advertising practices, including influencer marketing, native advertising, and data privacy violations.