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Compliance for Mavely Creators

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Honesty is the best policy, and here at Mavely, it’s a guiding principle. Maintaining compliance as an influencer is not only required for content creators, it’s a crucial way to build rapport with your audience and promote goods in a trustworthy, transparent manner. In this blog and video, you’ll learn:

  • What is compliance?
  • What is the FTC?
  • Why should I follow FTC guidelines?
  • How to stay compliant as a Mavely creator

Introducing the FTC

The Federal Trade Commission, or FTC, is a government body that enforces federal consumer protection laws to prevent fraud, deception, and other unfair business practices in the United States. It is the only federal agency that protects consumers and their buying practices; it also serves to promote competition and consumer education. 

The FTC Endorsement Guidelines were first published in 1980, revised in 2009, and updated again in 2023. Though the way goods and products are marketed to consumers has changed significantly since the guidelines were first published, the central cause remains: to encourage truth in advertising, and inform consumers about — and protect them from — misleading advertising practices. 

Who needs to follow these guidelines? If you’re using Mavely (or planning to), you do. The  FTC’s “Disclosures 101 for Social Media Influencers” states:

“If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (‘material connection’) with the brand. A ‘material connection’ to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services.”

 

Why Should I Follow FTC Guidelines?

The FTC has specific rules for brands, advertisers, and content creators within the United States and all Mavely creators must abide by them. So what does this mean for you and your posts? To ensure you are adhering to FTC guidelines for influencers, you must:

  • Add disclosures to each and every link you share, on all of your channels where you share them.
  • These disclosures must state that you may earn commission on links your consumers choose to purchase from.
  • Make sure the disclosures are easily accessible and not obscured by content.

Not being compliant can result in your removal from the Mavely platform — and we’d really hate to lose you!

Examples of Ad Disclosure

When it comes to staying compliant, a few extra seconds goes a long way. For static posts on Instagram, Facebook, blogs, and newsletters, it’s as simple as adding something like “advertisement, “ad,” or “sponsored” in a clear, visible manner. The disclosure must be in the same language as the post.

For video content, it’s important to mention the disclosure in video and in the description copy, and if streaming live, repeat it frequently so viewers hear it regardless of when they tune in. Language like, “Thank you to (brand) for this product,” or “I do receive commission for any purchases made from my link” is all you need in order to be covered. 

Learn more about how to properly disclose sponsored content.

 

Compliance Rules for Mavely Creators

In addition to the FTC guidelines above, Mavely does not allow:

  • Trademark bidding: Purchasing advertising space on search engines using a brand’s trademark or name. This practice negatively affects the brands and the Mavely platform. 
  • Coupon bidding: The practice of purchasing advertising space such as “[Brand Name] coupon,” “[Brand Name] discount code,” or “[Brand Name] promo” is considered misleading and unethical.
  • Glitch Promotions: Promoting glitches, errors, or unethical brand coupon codes can lead to sale reversals and harm the brands Mavely and our creators work with.
  • Misleading audiences: Providing false or intentionally misleading account information. Mavely is built on a strong foundation of trust and authenticity with our audiences — and we hold our creators to the same standard.

 

Staying Compliant as a Mavely Creator

As a Mavely creator, you are required to display your advertising disclosure statement with every shared link. You will also want to ensure that all of your account information with Mavely is up to date, including: 

  • A valid email address
  • Your preferred payment method to receive your payouts
  • All social media handles that you will use to promote Mavely links

We recommend reviewing our Terms & Conditions to ensure that you’re staying informed on the Mavely compliance standards. 

 

Maintaining Truth in Advertising

Disclosing your endorsement status is a must, but it doesn’t end there. Here are some other best practices you’ll want to keep in mind:

  • Try it before they buy it: Your audience trusts you and your endorsements. You shouldn’t promote a product that you don’t have a personal experience with. 
  • Recommend it if you mean it: Don’t lie about loving a product if you didn’t actually like it. We recommend moving on and finding something you actually, authentically, want people to consider buying.
  • Do not make up claims: You are not permitted to make claims that the brand can’t back up. Reference your personal experience only. 

 

Create Powerful, Compliant Posts with Mavely

We’re here to help make sure you have what you need to share the products and brands you love in an authentic, trustworthy manner. Check out some more resources below or contact us at compliance@joinmavely.com if you need more help. 

Or, if you’re ready to responsibly promote products to your audience, start creating your shoppable links with Mavely today.

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