Reddit Marketing Disclosure: FTC Rules Every Brand Should Know (2026)
Reddit marketing disclosure is simple: if you have a connection to a brand, say so in the profile, post or comment itself. Reddit labels ads as Promoted, so ads are covered. The risk is organic posts: employees, agencies, paid creators or "happy customers" posting without saying who they are. In the US, the FTC treats hidden connections as deceptive, and fake reviews can lead to fines. This isn't legal advice, but here's the plain version.
Do Reddit ads need a disclosure?
Reddit labels ads as Promoted, so people can tell they're ads. What you say in the ad still has to be true. Claims, prices and reviews in ads must be honest, just like anywhere else.
When do you need a Reddit marketing disclosure?
Whenever there's a connection people wouldn't expect. The FTC's endorsement guides say a material connection should be disclosed clearly and conspicuously. On Reddit, that includes:
Employees, founders and their families posting about the product.
People who were paid or given free products to post about it.
Agencies posting for a brand.
Affiliates who earn money from their links.
How should you disclose on Reddit?
Put it in the post or comment itself, near the start: "I work at [brand]" or "[Brand] sent me this for free."
Use a clear brand account, like your official brand profile, for company posts.
Don't tuck the disclosure into a later comment. The FTC says a disclosure in the comments to a post is easy to miss.
Follow each community's rules. Many subreddits ban self-promotion, even with a disclosure.
What does the FTC ban?
In 2024 the FTC finalized a rule against fake reviews. It bans:
Fake reviews and testimonials, including AI-written ones.
Paying for reviews that must be positive or negative.
Reviews from company insiders that don't disclose the connection.
Buying fake followers or views to look more popular.
The FTC can seek civil penalties against people who knowingly break the rule. Other countries have their own consumer protection rules against hidden ads.
What do Reddit's own rules say?
Reddit's rules ask people to post authentic content and ban content manipulation, like spam, vote manipulation and ban evasion. In practice, that rules out fake accounts, bought upvotes and posts that pretend to come from ordinary users. We won't work with brands that do this, and we think agencies that sell it put your brand at risk.
Reddit marketing disclosure: FAQ
Can employees post about our product on Reddit?
Yes, if they say they work for you and follow each community's rules. Hiding the connection is what gets brands in trouble.
Is it legal to pay people to post about my brand on Reddit?
In the US, paid posts must clearly disclose the payment, and fake reviews are banned under the FTC's 2024 rule. Many subreddits ban paid posts anyway. This isn't legal advice.
Do I need to disclose Reddit ads?
No extra label is needed, because Reddit marks ads as Promoted. Your claims still have to be true.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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