What Should I Send Influencers During Onboarding for FTC Rules?

Managing influencer programs can be challenging, especially for brands operating in regulated categories like health-adjacent products or hemp/CBD. Not only do you have to find the right creators and forge authentic partnerships, but you also shoulder the responsibility of ensuring every creator’s posts comply with FTC regulations. The Federal Trade Commission (FTC) has strict guidelines that brands and influencers must follow to maintain transparency and avoid misleading consumers.

In this comprehensive guide, we’ll explore what you should send influencers during onboarding to ensure compliance with FTC rules. We’ll highlight key themes such as brand responsibility for creator claims, FTC training and monitoring expectations, approved and prohibited language lists, and claim limits for health-related products. We’ll also naturally mention industry leaders like Tomoson and Joy Organics, and discuss important tools like Meta and Google that can help monitor compliance.

Why Is Brand Responsibility Crucial for Creator Claims?

When leveraging influencer marketing, brands cannot simply rely on influencers to self-educate on compliance. The FTC holds brands responsible for both the claims made by their creators and ensuring that disclosures are clear and conspicuous. This means brands must proactively provide guidelines and training to creators during onboarding to minimize risk.

The FTC requires transparency to help consumers distinguish between organic content and advertisements. For instance, if an influencer is compensated or receives free products in exchange for a post, that relationship must be disclosed clearly. Failure to do so can result in hefty fines and follow this link damage to brand reputation.

Case in Point: Joy Organics’ Responsible Approach

Joy Organics, a leading CBD brand, exemplifies best practices by providing robust onboarding materials and clear language templates to influencers. Find out more Their approach includes detailed guidance on claims influencers can and cannot make — particularly important given the regulatory scrutiny hemp-derived products face.

Drawing inspiration from such examples will help your brand safeguard against potential FTC violations.

Core Components to Send Influencers During Onboarding

When you bring creators on board your affiliate or creator marketing program, the following materials are essential to send them from day one:

FTC Disclosures 101 Guide: An easy-to-understand primer on when and how to disclose partnerships.
Brand Language Rules Document: A clear, definitive list of approved versus prohibited claim language.
Health Product Claims Limitations Summary: Specify what health-related claims are allowed or forbidden.
Examples of Proper Disclosures: Screenshots or text snippets illustrating compliant disclosures in real-world posts.
Monitoring & Reporting Expectations: Explanation of brand monitoring via platforms like Meta and Google, and what creators should expect if compliance issues arise.
Contact Info and Resources: Providing direct contact points for compliance questions.

1. FTC Disclosures 101 Link and Guide

Start by sending a beginner-friendly overview of the FTC’s endorsement guides. Include a link to the official resource on the FTC website (e.g., FTC Disclosures 101) so influencers understand the legal requirements.

This guide should cover:

When they must disclose (e.g., posts featuring free products, payment, affiliate links).
How disclosures should be placed to be clear and conspicuous.
Examples of acceptable disclosure phrases such as #ad, Sponsored, or Paid partnership.

2. Brand Language Rules Document

Influencers often want to use their own words to sound authentic, but brands must provide guardrails to avoid legally problematic claims. This document is your “language bible”:

Approved Language Examples Prohibited Language Examples

"Helps promote relaxation*"
"Supports a healthy lifestyle"
"My experience with this product was positive"
"I personally use this product"

"Cures anxiety"
"Treats depression"
"Guaranteed to heal your skin"
"FDA approved"

*An asterisk or disclaimer referencing “These statements have not been evaluated by the FDA” is commonly included for dietary supplements or CBD products.

3. Health Product Claims Limitations

For health-adjacent categories like hemp and CBD products, brands must be especially cautious with what health claims creators make. The FDA and FTC have explicitly forbidden unsubstantiated claims that a product can diagnose, cure, mitigate, treat, or prevent disease.

To mitigate risk, your onboarding packet should clearly state:

What kind of health claims are never allowed (e.g., “cures cancer,” “treats epilepsy”).
General wellness or lifestyle claims that are more acceptable.
Disclosure disclaimers required for your product's category.

Tomoson, a popular influencer marketing platform, frequently highlights the importance of adhering to these limitations by providing thorough upfront education to brands and influencers working in regulated niches.

4. Examples of Disclosures

Nothing is clearer than examples. Provide influencers with real-world samples or mockups of acceptable social posts showcasing:

Where to place disclosures on Instagram Stories, Reels, TikTok videos, and YouTube descriptions.
How to use hashtags or platform-native disclosure tools like Meta’s Paid Partnership label.
Examples of disclosures that are too hidden or vague, explaining why they wouldn’t comply.

5. Monitoring & Reporting Expectations

Brands today use powerful tools from platforms like Meta and Google to monitor influencer posts and verify compliance. This typically involves:

Auto-monitoring posts for keywords and disclosure presence.
Reporting back to influencers or terminating partnerships if violations occur.

Illuminating this process upfront during onboarding sets clear expectations and signals your brand’s seriousness about compliance.

6. Contact Info and Resources

Lastly, provide influencers with direct contact details for your affiliate or compliance team. Include links to your brand’s compliance resources or policy pages so influencers can consult materials anytime questions arise.

Best Practices to Reinforce Compliance After Onboarding

Providing onboarding materials is just the first step. Brands should:

Conduct regular refresher trainings on FTC guidelines.
Implement periodic audits of influencer content.
Use influencer marketing tools like Tomoson to streamline workflow and compliance checks.
Encourage open communication and provide incentives for compliant and creative posts.

Summary: What To Send Influencers During Onboarding for FTC Rules

Material Purpose FTC Disclosures 101 Guide & Link Educate influencers on when/how to disclose partnerships clearly Brand Language Rules Document Provide a clear list of approved and prohibited claim language Health Product Claims Limitations Clarify what health claims are forbidden or restricted Examples of Disclosures Show real-world, compliant examples to emulate Monitoring & Reporting Expectations Set transparency around brand’s post-monitoring process Contact Information & Resources Provide direct support channels for compliance questions

Final Thoughts

Ensuring FTC compliance in influencer marketing requires a proactive, transparent approach during onboarding and ongoing program management. Learning from industry leaders like Joy Organics and leveraging platforms like Tomoson to manage workflows can streamline these processes. By equipping creators with clear, accessible information—such as brand language rules, FTC disclosures 101, and examples—you can protect your brand and foster trustworthy influencer partnerships.

Remember, a well-informed influencer is your best advocate for compliance and authentic brand storytelling.