Make affiliate relationships clear and comparisons useful.

The short version

Tell readers about the relationship before it matters.

If a connection to a seller or product could affect how a reader evaluates a recommendation, disclose it clearly and conspicuously. An affiliate commission is one common example: the publisher may earn money when a reader buys through a tracked link.

A disclosure should be easy to notice, easy to understand, and close enough to the recommendation that readers do not have to hunt for context. A separate page or a link hidden at the bottom of a long article may not be enough on its own.

Requirements come from the rule or program that applies.

The completed best-practices report separates FTC guidance from affiliate-program terms. Treat the following as source-scoped requirements, not as a universal checklist for every jurisdiction or program.

Practical disclosure checks

Use these checks to turn the applicable requirements into a review before a page goes live or after a major edit.

• Name the relationship

  Identify the material connection behind the recommendation, such as a commission, free or discounted product, sponsorship, ownership interest, employment, or personal relationship.

• Use plain language

  Write for an ordinary reader. Explain what the relationship means instead of relying on internal terms such as “CPC” or “commissionable link.”

• Place it where the recommendation appears

  Put the disclosure before or near the endorsement and link. Match the format: a video disclosure belongs in the video, and a social post or email needs context in that post or email.

• Recheck visibility after changes

  Review the disclosure after edits, link changes, and redesigns so it remains noticeable on both mobile and desktop.

Make the comparison auditable and current.

The report’s publisher examples are recommendations for strong editorial operations, not statements that every publisher has the same obligation. They point toward a repeatable workflow: explain the method, preserve the evidence, label commercial relationships, and revisit the page when its facts can change.

• Tie every claim to evidence

  Record the source, what it supports, when it was captured, where it applies, and any limitations before publishing a recommendation.

• Define refresh triggers

  Recheck when a product is discontinued, price or availability changes, the methodology changes, or a material source is updated.

• Use consistent criteria

  Compare options using the same stated method, explain trade-offs, and avoid presenting one choice as best for every reader without support.

• Protect editorial clarity

  Label affiliate and paid content, keep the recommendation decision separate from commercial pressure, and show readers what was tested or verified.

What the report’s publisher examples show

These source-scoped notes connect each recommendation to the report without implying that one publisher’s process is a legal requirement for another.

A lightweight review rhythm

1. Before publishing: Save the claim, source, capture date, method, and limits.

2. Before recommending: Check the disclosure, link destination, availability, and any program-specific terms.

3. When facts change: Recheck price, availability, product status, methodology, and the wording of the recommendation.

4. At the next review: Keep the update date visible and record whether the recommendation is kept, revised, qualified, or held.

Report and source notes

This guide summarizes the completed report, U.S. Affiliate Publishers' Best Practices for Accurate Comparison Pages: FTC Guidance, Program Requirements, and Editorial Standards. The report references FTC guidance [1]–[2], Amazon Associates [3]–[4], CNET [5]–[7], The Spruce [8]–[11], and RTINGS [12]–[15]. The supplied snapshot did not include raw URLs for Amazon Associates, CNET, The Spruce, or RTINGS, so this page names those sources and preserves the report references rather than guessing links.

• FTC: Endorsements, Influencers, and Reviews (opens in a new tab)

  Report references [1] and [2]. Official business guidance used for the clear-and-conspicuous disclosure guidance in this article.

• FTC: Guides Concerning the Use of Endorsements and Testimonials in Advertising (opens in a new tab)

  Report reference [2]. The FTC notice for the Endorsement Guides, including the revised 2023 guidance.

• eCFR: 16 CFR Part 255 (opens in a new tab)

  The current electronic Code of Federal Regulations text for the Endorsement Guides.

Source check: verify the current version of each applicable rule or program policy before publishing. Research snapshots can age, and this guide is not a substitute for reading the source or obtaining legal advice.