---
title: Ad Disclosure Standards (FTC, IAB) — RGM Training
url: https://realgrowthmatters.com/training/marketing-ethics-compliance/ad-disclosure-standards-ftc-iab/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/marketing-ethics-compliance/ad-disclosure-standards-ftc-iab/
---

[Home](../../../index.html) › [Training](../../index.html) › [Marketing Ethics & Compliance](../index.html) › Ad Disclosure Standards (FTC, IAB)

RGM° · Training

# Ad Disclosure Standards (FTC, IAB)

Disclosure compliance is standard. FTC, IAB, practice.

### What you will learn

1. [Why disclosure standards matter](#why)
2. [FTC requirements](#ftc)
3. [IAB standards](#iab)
4. [Disclosure practice](#disclosure)
5. [Advanced playbook](#advanced)
6. [Mistakes](#mistakes)
7. [Checklist](#checklist)

## Why disclosure standards matter

FTC violations damage brand and trigger penalties. Industry self-regulation (NAD, IAB) supplements. Disclosure compliance is now standard practice, not optional.

## FTC requirements

- Endorsement Guides (16 CFR 255).
- Material connection disclosure.
- Truth in advertising.
- Substantiation of claims.
- Comparison advertising rules.
- Native advertising disclosure.
- Influencer disclosure.

## IAB standards

- Native advertising labeling.
- Disclosure language standards.
- Programmatic transparency.
- Cross-device measurement.
- Privacy compliance.

## Disclosure practice

- Clear and conspicuous.
- Above-the-fold visible.
- Plain language (no jargon).
- Multi-platform consistency.
- Audio disclosure for audio content.
- Visual disclosure for visual content.

## Advanced playbook

- FTC compliance review process.
- Influencer contracts with disclosure clauses.
- Native advertising labeling.
- Substantiation files for claims.
- AI content disclosure.
- Cross-platform consistency.
- Annual compliance training.
- Legal review of disclosure language.
- Industry standard monitoring.
- Annual compliance audit.

## Mistakes

- Disclosure buried in fine print.
- Influencer contracts without disclosure.
- Native advertising labeling weak.
- Substantiation files missing.
- AI content not disclosed.
- Cross-platform inconsistency.
- Annual training absent.
- Legal review skipped.
- Industry monitoring absent.
- Compliance audit annually skipped.

## Checklist

- FTC compliance review process
- Influencer contracts with disclosure
- Native advertising labeling
- Substantiation files for claims
- AI content disclosure
- Cross-platform consistency
- Annual compliance training
- Legal review of disclosure language
- Industry standard monitoring
- Annual compliance audit

## Sources and further reading

- FTC Endorsement Guides
- FTC.gov resources
- IAB advertising standards
- NAD (National Advertising Division)
- MMA mobile advertising standards
- RGM Influencer Marketing FTC module
- RGM AI Marketing Tools disclosure
- RGM Crisis Communication
- Reed Smith FTC guidance
- Industry trade association resources
- BBB business standards
- Marketing Brew compliance coverage

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Part of the [Marketing Ethics & Compliance](../index.html) series.