# What is a material connection?

> A material connection is the FTC's term for a relationship between an endorser and a brand that could affect how the audience weighs the endorsement, such as payment, employment, free products or a personal or family tie. Where one exists, it must be clearly disclosed.

- URL: https://www.mvpdata.net/en/glossary/material-connection
- Updated: 2026-09-30
- Also known as: Endorser relationship, 实质关联
- 简体中文: https://www.mvpdata.net/glossary/material-connection

"Material connection" comes from the US Federal Trade Commission's Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 CFR Part 255), last revised in 2023.[^1] It decides one thing: whether an endorsement has to tell the audience about an interest behind it. In Chinese it is rendered 实质关联 (shízhì guānlián).

## Which relationships count as a material connection?

The FTC's Disclosures 101 for Social Media Influencers says that any financial, employment, personal or family relationship with a brand must be disclosed, and that free or discounted products count too.[^2]

Canada's Competition Bureau expects much the same of influencers: money, commissions, free products, discounts, trips, tickets and personal or family relationships are all to be disclosed.[^3]

## How must a material connection be disclosed?

The FTC wants the disclosure in the endorsement itself, not only in a profile or bio.[^2] The detailed labeling rules for sponsored content in China, the US and Canada are set out in [how a sponsored post must be labeled](https://www.mvpdata.net/en/services/operations#disclosure).

## Further reading

- How brand deals are sourced and vetted: [Partnerships & opportunities](https://www.mvpdata.net/en/services/partnerships)

## Related terms

- [What is a KOL (key opinion leader) in marketing?](https://www.mvpdata.net/en/glossary/kol): A KOL (key opinion leader) is a person whose expertise or reach in a field shapes the opinions and purchase decisions of others. A KOC (key opinion consumer) reaches fewer people but feels closer to ordinary users.
- [What is an influencer (wanghong)?](https://www.mvpdata.net/en/glossary/influencer): An influencer is a person who has gained a large online audience through content, livestreams or online events and can sway its views or purchases. Influence measures reach; a personal brand measures lasting trust, and not every influencer has one.
- [What is creator monetization (IP commercialization)?](https://www.mvpdata.net/en/glossary/ip-commercialization): Creator monetization is converting the attention and trust a creator or public figure has built into income: brand deals, endorsements, livestream selling, licensing and owned products. It is broader than platform programs such as the YouTube Partner Program.

[^1]: Guides Concerning the Use of Endorsements and Testimonials in Advertising, Federal Trade Commission, 16 CFR Part 255. Published 2023-07-26. https://www.govinfo.gov/content/pkg/FR-2023-07-26/html/2023-14795.htm (Checked 2026-09-30)
[^2]: Disclosures 101 for Social Media Influencers, Federal Trade Commission. https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers (Checked 2026-09-30)
[^3]: Influencer marketing and the Competition Act, Competition Bureau Canada. Page updated 2022-01-19. https://competition-bureau.canada.ca/en/deceptive-marketing-practices/types-deceptive-marketing-practices/influencer-marketing-and-competition-act (Checked 2026-09-30)