The FTC fake followers and reviews rule: what creators and brands need to know

Since 21 October 2024, buying fake followers or views is not just bad practice in the United States. It is banned. The Federal Trade Commission’s Trade Regulation Rule on the Use of Consumer Reviews and Testimonials prohibits selling or buying fake indicators of social media influence, and it lets the FTC seek civil penalties instead of only issuing orders after the fact. This guide explains what the rule covers, what it does not, and what creators and brands should do about it. For the separate rules on labelling sponsored posts, see our FTC disclosure checklist.

What the rule bans

The FTC announced the final rule in August 2024. It targets deceptive practices around reviews and testimonials, and three parts matter most to creators and sponsors:

• Fake social media indicators. It is prohibited to sell or buy fake indicators of social media influence, such as followers or views generated by a bot or a hijacked account.
• Fake or false reviews and testimonials. This covers reviews and testimonials that claim to come from someone who does not exist, such as AI-generated reviews, from someone with no real experience of the product, or that misrepresent the reviewer’s experience. Buying such reviews or procuring them from insiders is also covered.
• Undisclosed insider reviews. Reviews and testimonials written by company insiders must clearly disclose the writer’s material connection to the business.

The rule also addresses other practices, including suppressing negative reviews and presenting company-controlled review sites as independent. Those matter more to retailers than to sponsorship deals, so this guide stays with the three above.

What it does not do

The rule is not a general influencer disclosure rule. It deals with material connections only for insider reviews and testimonials. The rules on labelling paid or gifted posts still come from the FTC Endorsement Guides, which we cover in the disclosure checklist. Treat the two as complementary: one asks whether the audience is real, the other asks whether the ad is labelled.

What the penalties look like

Because the rule is a trade regulation rule, the FTC can go to federal court and seek civil penalties for violations. In warning letters sent in December 2025 to ten companies, the FTC said penalties could reach $53,088 per violation. That figure is adjusted for inflation, so check the current amount, and note that each violation can be counted separately. The December 2025 letters were an early enforcement step rather than a final penalty, but they show the agency is watching.

For fake reviews, the FTC’s announcement says businesses can be liable where they knew or should have known the reviews or testimonials were fake or false. Brands should assume similar scrutiny of how they buy audience and engagement, and be able to show they checked.

What creators should do

• Never buy followers, views, likes or subscribers. This includes services that promise “growth” without explaining how.
• Keep your own analytics records. Save dated screenshots of audience and reach data so you can show your audience is real.
• Be ready to explain spikes. A viral post or giveaway can look like a purchase, so note what caused it.
• Do not post testimonials you do not mean. Only review products you have used, and describe your experience honestly.
• Disclose connections. If you are an employee, ambassador or relative of the business, say so clearly. See the FTC disclosure checklist.
• Vet growth services. If an agency or freelancer manages your account, ask in writing how followers and engagement are gained.

What brands and sponsors should do

• Audit before you pay. Run the checks in our fake follower audit and keep the evidence.
• Ask for native analytics. Request dated screenshots of audience location, reach and views, not only a media kit.
• Write it into the contract. Add an audience authenticity warranty and a remedy if it is false.
• Question agencies. Ask how any agency or intermediary sources audience and engagement, and do not reward vanity metrics alone.
• Tie payment to delivery. Staged payments or escrow reduce the cost of finding a problem late.
• Cover insiders. If employees or ambassadors post about your products, make sure they disclose the connection.

Sample contract wording

Add a clause like this to your agreement, and adapt it with legal advice. See our influencer contract template for the rest of the structure.

How Kitscore helps

A Kitscore Trust Score weighs audience authenticity alongside engagement quality, brand safety, consistency and verified campaign history, and shows a confidence rating so sponsors can see how much evidence sits behind it. Evidence from both sides of a campaign gives sponsors a record to point to when they say they checked. See the methodology.

Where to check the rule

Read the FTC’s own announcement of the final rule at ftc.gov, and check the FTC site for current penalty amounts and enforcement news before you rely on any figure here.

Frequently asked questions

Keep reading

This guide is general information about creator sponsorships, not legal advice. For anything with real money or legal exposure, check with a qualified professional in your jurisdiction.