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16 CFR Part 255",[],[],[],"在美国通过达人、顾客评价、证言、联盟链接或抽奖参与帖等第三方背书推广商品的广告主、背书人与中介，须保证背书真实，并清楚显著地披露受众意想不到的实质性关联。","concept",{"type":509,"value":510,"toc":928},"minimark",[511,520,523,527,530,533,536,612,615,618,621,643,646,649,683,686,769,772,776,779,797,800,803,806,826,829,832,846,849,860,863,867,870,908,911],[512,513,514,515,519],"p",{},"本页转述美国联邦贸易委员会（FTC）的《广告中使用背书与证言的指南》（Guides Concerning the Use of Endorsements and Testimonials in Advertising，16 CFR Part 255，下称「背书指南」）。现行文本来源注记为 88 FR 48102，2023-07-26。以下内容核验于 2026-10-10，只转述官方文本，",[516,517,518],"strong",{},"不构成法律意见，需要法务或合规确认","。",[512,521,522],{},"适用地区：美国联邦。各州法律未核验。",[524,525,526],"h2",{"id":526},"法律性质",[512,528,529],{},"§ 255.0(a) 写明：背书指南是 FTC 对其执行的法律的行政解释，具体是 FTC Act 第 5 条（15 U.S.C. 45）在背书与证言上的适用；它为广告主与背书人自愿守法提供依据。与指南不一致的做法，经调查后 FTC 认为属于第 5 条禁止的行为时，可能招致纠正措施。某一背书是否具有欺骗性取决于具体事实；指南的示例不覆盖所有情形。",[512,531,532],{},"脚注 1 写明：FTC 网站上的员工商业指引（如本页引用的问答页）处理指南未涉及的细节，会定期更新，但未经委员会批准，对委员会没有约束力。",[524,534,535],{"id":535},"条文要点",[537,538,539,552],"table",{},[540,541,542],"thead",{},[543,544,545,549],"tr",{},[546,547,548],"th",{},"节",[546,550,551],{},"内容（转述）",[553,554,555,564,572,580,588,596,604],"tbody",{},[543,556,557,561],{},[558,559,560],"td",{},"§ 255.0",[558,562,563],{},"目的与定义：背书、背书人、产品、专家、「清楚显著」",[543,565,566,569],{},[558,567,568],{},"§ 255.1",[558,570,571],{},"一般要求：背书须反映背书人的真实意见与体验；广告主、背书人、中介各自的责任",[543,573,574,577],{},[558,575,576],{},"§ 255.2",[558,578,579],{},"消费者背书：效果宣称需要证据；非典型结果的披露；消费者评价不得被扭曲",[543,581,582,585],{},[558,583,584],{},"§ 255.3",[558,586,587],{},"专家背书：资质须属实，并实际运用专长评估商品",[543,589,590,593],{},[558,591,592],{},"§ 255.4",[558,594,595],{},"机构背书：须反映机构的集体判断",[543,597,598,601],{},[558,599,600],{},"§ 255.5",[558,602,603],{},"实质性关联的披露",[543,605,606,609],{},[558,607,608],{},"§ 255.6",[558,610,611],{},"面向儿童的背书须特别注意",[524,613,614],{"id":614},"什么算背书",[512,616,617],{},"§ 255.0(b)：背书是消费者可能认为反映了广告主以外的一方的意见、信念、发现或体验的任何广告、营销或推广信息，即使其观点与广告主完全一致。口头陈述、社交媒体帖子中的标记（tag）、演示、个人的姓名或肖像、机构的名称或标志都可以构成背书。",[512,619,620],{},"与电商相关的示例：",[622,623,624,631,637],"ul",{},[625,626,627,630],"li",{},[516,628,629],{},"顾客自发评价","：自费购买的顾客在自己的社交账号或独立评价网站上发帖，与制造商没有联系，不是背书；但商家把顾客提交到自家网站的评价挑出来放在首页突出展示时，被突出的这条评价就成为背书（§ 255.0(g) 示例 7(i)）。",[625,632,633,636],{},[516,634,635],{},"送样给达人","：制造商给「宠物达人」寄送一年份的狗粮并请其在账号中展示品牌，由此产生的帖子是背书，即使达人本可以选择不发（示例 7(iv)）。",[625,638,639,642],{},[516,640,641],{},"付费直播","：游戏开发商付费请主播直播试玩，主播虽未明确推荐，表现出的喜爱也构成背书（示例 8）。",[524,644,645],{"id":645},"实质性关联何时要披露",[512,647,648],{},"§ 255.5(a) 的要点：",[622,650,651,662,673,680],{},[625,652,653,654,657,658,661],{},"背书人与卖方之间存在",[516,655,656],{},"可能实质性影响背书分量或可信度","、且",[516,659,660],{},"受众不会合理预期","的关联时，必须清楚显著地披露。",[625,663,664,665,668,669,672],{},"关联可以是商业、家庭或个人关系；可以是付款，或提供免费、打折的商品（包括与被背书商品无关的商品），",[516,666,667],{},"无论广告主是否要求对方回报以背书","；也可以是其他利益，例如提前试用、可能获得报酬、",[516,670,671],{},"可能赢得奖品","、可能出现在电视或其他媒体推广中。",[625,674,675,676,679],{},"只要受众中",[516,677,678],{},"相当一部分少数人","不理解或不预期这种关联，就需要披露。",[625,681,682],{},"披露不必写出全部细节，但要清楚传达关联的性质，让消费者能判断其分量。",[512,684,685],{},"§ 255.5(b) 中与 DTC 品牌直接相关的示例：",[537,687,688,701],{},[540,689,690],{},[543,691,692,695,698],{},[546,693,694],{},"示例",[546,696,697],{},"情形",[546,699,700],{},"指南的结论",[553,702,703,714,725,736,747,758],{},[543,704,705,708,711],{},[558,706,707],{},"6(ii)",[558,709,710],{},"招募普通消费者，给免费商品加 30 美元，换取在商家网站发评价，并说明可以写差评",[558,712,713],{},"未披露激励的评价可能具有欺骗性；若评价必须正面，披露也不够；激励评价实质性抬高平均星级时，可能需要在平均星级处披露",[543,715,716,719,722],{},[558,717,718],{},"7",[558,720,721],{},"工具制造商送昂贵车床给木工达人，希望其发帖",[558,723,724],{},"若相当一部分观众不知道车床是免费得到的，应披露；制造商应在送出时告知须披露，并有合理程序监测其帖子",[543,726,727,730,733],{},[558,728,729],{},"8",[558,731,732],{},"员工在论坛或零售网站上推荐雇主的商品",[558,734,735],{},"应披露雇佣关系；雇主应培训员工，并在指使或知情时进行监测",[543,737,738,741,744],{},[558,739,740],{},"9",[558,742,743],{},"参与者每在社交媒体上发帖推广某广告主商品即得积分，可换奖品",[558,745,746],{},"这些激励应清楚显著地披露，广告主应采取措施确保披露",[543,748,749,752,755],{},[558,750,751],{},"11",[558,753,754],{},"博主通过联盟链接从每笔销售中分成",[558,756,757],{},"评价中应清楚显著地披露这一报酬",[543,759,760,763,766],{},[558,761,762],{},"13",[558,764,765],{},"只披露「App 是免费获得的」，实际还收了 50 美元",[558,767,768],{},"只提免费商品的披露不充分",[512,770,771],{},"示例 2 是反面情形：电视广告中明星代言，观众通常预期其有报酬，无需披露报酬。",[524,773,775],{"id":774},"什么是清楚显著","什么是「清楚显著」",[512,777,778],{},"§ 255.0(f) 定义「clear and conspicuous」为难以错过（容易注意到）且普通消费者容易理解：",[622,780,781,784,787,794],{},[625,782,783],{},"宣称通过画面作出时，披露至少出现在画面中；通过声音作出时，至少出现在声音中；两者兼有时两处都要有。",[625,785,786],{},"画面披露在大小、对比、位置、停留时间上要突出；声音披露的音量、语速要足以听清。",[625,788,789,790,793],{},"社交媒体、互联网等交互媒体上，披露应",[516,791,792],{},"不可回避","（unavoidable）。",[625,795,796],{},"披露不得被同一信息中的其他内容抵消或与之矛盾；面向特定人群时，按该人群判断。",[512,798,799],{},"示例 9 写明以下做法不算清楚显著：只在个人主页简介中披露；披露藏在需要点「更多」才能看到的位置而背书本身无需点击即可见；只依赖平台自带披露工具，且该标签字小、对比差、只显示 5 秒。示例 11 写明：针对讲外语的人群投放外语广告时，披露须使用同一语言；在电脑上清楚、在手机上不清楚的披露不充分。",[524,801,802],{"id":802},"谁承担责任",[512,804,805],{},"§ 255.1 的分工：",[622,807,808,814,820],{},[625,809,810,813],{},[516,811,812],{},"广告主","（d 款）：对通过背书作出的误导或无依据的陈述负责，对未披露受众意想不到的实质性关联负责；背书人不担责时广告主仍可能担责。广告主应：向背书人说明陈述不得误导、须披露关联；监测其合规情况；采取足以纠正并防止再犯的行动。条文写明这不是安全港，但善意且有效的指导、监测与纠正可以降低被执法的可能。",[625,815,816,819],{},[516,817,818],{},"背书人","（e 款）：明知或应知陈述具有欺骗性时担责，包括谎称自己用过；非专家背书人超出自身体验、且未经广告主作出或批准的效果宣称也可能担责；自行创作并发布未披露关联的背书时也可能担责。",[625,821,822,825],{},[516,823,824],{},"中介","（f 款）：广告公司、公关公司、评价中介、声誉管理公司等，对其参与制作或传播的欺骗性背书、对其雇用和指挥却未披露关联的背书人，都可能担责。",[512,827,828],{},"示例 5 是电商常见情形：护肤品牌请达人试用新身体乳，达人凭个人体验说「治好湿疹，所有湿疹患者都该用」。达人因超出个人体验且没有合理依据而担责；品牌若缺少该暗示宣称的证据，无论达人是否担责都要担责；双方都可能因未披露付费关系而担责。",[512,830,831],{},"其他持续性要求：",[622,833,834,837,840,843],{},[625,835,836],{},"背书须反映真实意见；广告可以不用原话，但不得断章取义或改写到扭曲原意；使用名人或专家背书时，要有充分理由相信对方仍持该观点（§ 255.1(b)）。",[625,838,839],{},"广告表示背书人使用该商品时，背书人当时须是真实用户（§ 255.1(c)）。",[625,841,842],{},"历史帖子日期清楚可见时，商品改版后无需删除；但改版后转发或分享原帖，需要先确认背书人对新版仍持同样观点（§ 255.1 示例 1(ii)）。",[625,844,845],{},"用非背书人本人的图像，且歪曲了背书人的重要特征时，属于欺骗（§ 255.1(g)）。",[524,847,848],{"id":848},"消费者评价与证言",[622,850,851,854,857],{},[625,852,853],{},"典型结果：§ 255.2(b) 写明，消费者对关键属性的体验会被理解为一般消费者可以达到的效果；没有证据证明其代表性时，应清楚显著地披露一般预期的效果。示例 2 写明「Results not typical」这类说法不足以消除误导。",[625,855,856],{},"不扭曲评价：§ 255.2(d) 写明，广告主在征集、压制、加权、整理、发布、点赞点踩、举报或编辑评价时，不得采取会扭曲消费者真实看法的行为，无论这些评价是否属于背书。示例 8 写明，不发布低于四星或含负面情绪的评价会误导；按统一标准不发布违法、骚扰、淫秽、含他人个人信息或合理认为是虚假的评价是可以的。示例 11 写明，只邀请反馈很好的顾客去第三方网站发评价，若导致评价明显更正面，可能构成不公平或欺骗行为；邀请所有近期购买者则不构成。",[625,858,859],{},"以正面为条件的报酬：示例 9 写明，付钱要求写正面评价，即使披露了付款仍具有欺骗性。",[512,861,862],{},"脚注 2 提到 Consumer Review Fairness Act（15 U.S.C. 45b）禁止在标准合同中加入威胁或惩罚诚实评价的条款。FTC 另有 16 CFR Part 465 消费者评价与证言规则，本页未核验其与本指南的交叉适用。",[524,864,866],{"id":865},"ftc-员工问答的补充解释","FTC 员工问答的补充解释",[512,868,869],{},"以下来自 FTC 员工问答页（标注 2023 年 6 月），属员工指引，按脚注 1 对委员会没有约束力：",[622,871,872,878,884,890,896,902],{},[625,873,874,877],{},[516,875,876],{},"抽奖与竞赛的参与帖","：要求参与者发帖并带品牌话题标签参加抽奖或竞赛时，参与帖是受激励的背书，因为参与者获得了赢得奖品的机会。只用「#XYZ_Rocks」这类标签不足以说明这是参赛帖；把「contest」或「sweepstakes」放进品牌话题标签（如「#XYZ_Contest」）可以；「sweeps」很可能不足，因为很多人不理解其含义；单独的「#sweepstakes」也不够。品牌应提示参与者把披露放在清楚显著的位置，如帖子开头。",[625,879,880,883],{},[516,881,882],{},"专属折扣码","：带达人名字的专属折扣码大概能说明达人与品牌之间存在关系，但不一定说明存在经济关系；若相当一部分读者不明白达人从中获得报酬，就需要更清楚的披露。问答页建议拿不准时宁可披露。",[625,885,886,889],{},[516,887,888],{},"联盟链接","：「affiliate link」本身可能不足以让消费者理解放链接的人有报酬；紧挨链接写「paid link」应当足够；「commissionable link」可能不清楚。",[625,891,892,895],{},[516,893,894],{},"措辞","：帖子开头写「Ad:」「#ad」「Advertisement」「Sponsored」等可能有效；「#ad」同时适用于付费帖与收到免费商品；只对品牌说「谢谢」不足以说明收到了免费商品；「#ambassador」「partner」含义模糊。",[625,897,898,901],{},[516,899,900],{},"平台自带的披露功能","：不一定足够，问答页写明责任在达人与品牌而不在平台，建议即使平台提供工具也自行加上披露。",[625,903,904,907],{},[516,905,906],{},"不得以正面评价为激励条件","：例如不能以好评为条件给折扣。",[524,909,910],{"id":910},"未核验与需要合规确认",[622,912,913,916,919,922,925],{},[625,914,915],{},"未读 2023 年修订的 Federal Register 公告正文与 FTC 的修订说明，未核验修订前后的具体差异。",[625,917,918],{},"16 CFR Part 465（消费者评价与证言规则）与本指南的交叉适用未核验。",[625,920,921],{},"美国各州关于广告披露、抽奖与推荐奖励的法律未核验。",[625,923,924],{},"推荐有奖中推荐人分享链接是否构成背书，指南没有专门示例；最接近的是 § 255.5 示例 9（发帖得积分）与示例 11（联盟链接分成），具体适用需要法务或合规确认。",[625,926,927],{},"本页不构成法律意见。",{"title":929,"searchDepth":930,"depth":930,"links":931},"",2,[932,933,934,935,936,937,938,939,940],{"id":526,"depth":930,"text":526},{"id":535,"depth":930,"text":535},{"id":614,"depth":930,"text":614},{"id":645,"depth":930,"text":645},{"id":774,"depth":930,"text":775},{"id":802,"depth":930,"text":802},{"id":848,"depth":930,"text":848},{"id":865,"depth":930,"text":866},{"id":910,"depth":930,"text":910},"dtc",[],"current","转述美国 FTC《广告中使用背书与证言的指南》（16 CFR Part 255，2023 年修订版）：什么算背书、实质性关联何时必须清楚显著地披露、广告主与达人及中介各自的责任、消费者评价的处理边界，以及 FTC 员工问答对抽奖参与帖与专属折扣码的解释。",null,[947],"finance-compliance","partial","md",[],[],true,[],{},[],[],[958],"us",[88,112,87,440,58,57,78],[961,962,963],"owner","advertising","content",{"title":502,"description":944},[966,967],"https:\u002F\u002Fwww.ecfr.gov\u002Fcurrent\u002Ftitle-16\u002Fchapter-I\u002Fsubchapter-B\u002Fpart-255","https:\u002F\u002Fwww.ftc.gov\u002Fbusiness-guidance\u002Fresources\u002Fftcs-endorsement-guides-what-people-are-asking",[969,970],"discover","evaluate","published","regulations\u002Fus-endorsement-guides",[974,975,976,977,978,979,980,981],"美国","FTC","背书指南","Endorsement Guides","16 CFR 255","实质性关联","达人披露","证言",[],[],"2026-10-10",[],"2026-10-10 经 eCFR 读取 16 CFR Part 255 现行全文（§ 255.0 至 § 255.6 及全部示例，来源注记为 88 FR 48102，2023-07-26）；读取 FTC 员工问答页 FTC's Endorsement Guides: What People Are Asking（页面标注 2023 年 6 月，经工具分段读取，重点核对抽奖参与帖、专属折扣码、联盟链接、平台自带披露工具与「#ad」等措辞相关问答）。未读 Federal Register 修订公告正文与 FTC 对修订的说明；未核验与 16 CFR Part 465（消费者评价与证言规则）的交叉适用细节；未核验美国各州法律。本文只转述官方文本，不构成法律意见，需要法务或合规确认。","J5DIvqh6U-d245H4bEod8ViSbFX0OwTL1q2hNBBEs8c",{"topic":989,"paths":991},{"title":990,"path":23},"财务与合规",[992],{"id":993,"path":455,"title":994,"steps":995},"zh_paths\u002Fcommerce\u002Fpaths\u002Fcampaign-planning.md","营销活动策划：从选形式到复盘",[996,999,1002,1006,1009,1012,1015,1018,1021,1024,1027,1030,1033,1036,1039,1042,1045,1048,1051,1054,1057,1060,1063,1066,1069,1072,1075,1078,1081,1084,1087,1090],{"path":38,"required":952,"objective":997,"check":998},"按主目标选活动形式并写齐七个要素","能为一次计划中的活动写出唯一的主目标、主指标及对比基线，从对照表选出形式并写明它的主要代价，再把目标、对象、机制、节奏、渠道、预算、复盘指标各写成一行。",{"path":74,"required":952,"objective":1000,"check":1001},"区分标价、划线价、折扣码与自动折扣","能说明折扣在系统里是规则、在监管眼里是价格呈现，并分别写出美国联邦与欧盟对参考价的要求和各自适用地区。",{"path":83,"required":1003,"objective":1004,"check":1005},false,"选读：满减、阶梯折扣、满额免邮与满额赠","能用订单金额分位数定一个门槛，算出满 T 减 D 的最大让利率 D ÷ 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