FTC-safe clipping,
handled end to end
FTC-safe clipping means running paid creator distribution the way US endorsement rules require, so every post discloses the paid relationship, every clip passes a brand-safety review, and reach comes from vetted real creators and verified views. Because the FTC holds the advertiser responsible, we build the whole programme around that.
General information, not legal advice. Confirm your obligations with counsel.The FTC holds the advertiser responsible
A paid clip counts as an endorsement, so when a creator is paid to post, that's a material connection the law says has to be disclosed, and the brand carries the liability rather than just the creator. Every clipping agency sells you the reach and stays quiet about that part.
Your company is responsible for what creators do on its behalf
The FTC's enforcement focus lands on advertisers and their agencies first, so a brand is exposed whenever it fails to train, monitor or make sure its creator network runs a real disclosure programme.
A platform "paid partnership" label isn't enough on its own
The FTC says the responsibility to disclose clearly and conspicuously sits with the brand and the creator rather than the platform, so relying only on a built-in label creates real risk.
The rules that apply to paid clips
The current US rules a paid creator programme has to meet, and each one comes straight from the FTC.
A paid or incentivised relationship has to be disclosed up front in plain language on every post, and a buried #ad or a vague #ambassador can fail that test.
Effective 13 October 2024, it bans fake or AI-written reviews, undisclosed insider reviews, and any compensation tied to a particular sentiment.
The rule carries civil penalties of up to $51,744 per violation. How a violation is counted is not defined in the rule.
The same rule bars fake engagement where the buyer knew or should have known it was fake. Reach has to be real, which is why we bill only verified views.
How we keep your clips FTC-safe
Four things we build into every campaign so the programme is safe to put in front of your legal team.
Disclosure on every post
The paid relationship is disclosed clearly and up front in line with FTC guidance, rather than buried or left to a platform label.
Brand-safety review on every clip
Every clip is reviewed against your brief and your brand rules before it goes anywhere near a feed.
Vetted real creators
Clips come from real accounts with real audiences, not bots. See the creator network.
Verified views only
You pay for real, counted views. The 2024 rule bans fake ones, so our billing and the law agree. See verified views.
The honest limit: we build for FTC-safe disclosure and brand safety, but we don't provide legal advice and the advertiser stays responsible for its own compliance, so confirm your obligations with your counsel.
FTC-safe clipping, and the questions buyers ask
The honest version, written for whoever's name goes on the compliance sign-off. Every answer stands on its own.
What is FTC-safe clipping?
Running a paid creator clipping programme the way US endorsement rules require, so every post discloses the paid relationship clearly, every clip passes a brand-safety review, and reach comes from vetted real creators and verified views rather than bought engagement.
Who is legally responsible if a clip is not disclosed?
The advertiser. The FTC says a brand is responsible for what creators do on its behalf and its enforcement focus lands on advertisers and their agencies first, which is exactly why choosing an agency that handles disclosure properly matters.
Is a platform "paid partnership" label enough on its own?
No. The FTC states the responsibility to disclose clearly and conspicuously sits with the brand and the creator rather than the platform, so a built-in label can be part of it but relying on it alone creates risk.
Are bought views a compliance problem, not just a quality one?
Yes. The FTC's 2024 rule prohibits buying or selling fake followers or views where the buyer knew or should have known they were fake. We bill only verified views, so the model stays on the right side of that.
How does Lumina handle disclosure and brand safety?
At the programme level, so the paid relationship is disclosed on every post, every clip is reviewed against your brief before it goes out, creators are vetted and real, and views are verified. We'll walk your team through the specifics on a call.
Is this page legal advice?
No. This is general information about US FTC rules rather than legal advice, and it doesn't create any attorney relationship. Your obligations depend on your situation, so confirm them with your own counsel.
Distribution your legal team can approve
Get the reach of a creator network with disclosure and brand safety built in, and we'll walk your team through exactly how it works.
General information, not legal advice. It does not create an attorney relationship. Confirm your own obligations with counsel.