ReviewProof · cosmetics & beauty

FTC fake-reviews & endorsements for cosmetics & beauty

The FTC's fake-reviews rule bans fake/AI reviews, bought followers, undisclosed influencers, and review suppression.

Since Oct 2024 US rules cosmetics & beauty

What FTC fake-reviews & endorsements means for cosmetics sellers

Selling cosmetics means physical products with safety, labeling and claims rules layered on top of the usual privacy and marketing duties — and EU market access carries its own product-safety regime.

🏷️ For cosmetics sellers: Beauty is review-driven, so the FTC's fake-review and endorsement rules are a live risk — disclose gifted products and never seed reviews.

Does this apply to you?

This rule applies to cosmetics sellers who use reviews, testimonials, influencers, or affiliates. Use reviews, testimonials, influencers or affiliates? Penalties run to ~$53k per violation. Not sure? The free checker tells you in about a minute — no signup.

The checklist

You need to be able to answer "yes" to each of these — the points cosmetics sellers most often get caught on:

Any reviews not from real, verified customers (incl. AI)?
Bought reviews, followers, likes, or views?
Employees/family/insiders post reviews?
Influencers/affiliates disclose the paid connection?
How do you handle honest negative reviews?
Give discounts/freebies for reviews?
Testimonials make results/earnings claims?

What's at stake

⚠️ Exposure: up to $53,088 per violation (FTC) · Status: Since Oct 2024.

Compare the penalty for every rule →

Common questions

How does fTC fake-reviews & endorsements affect cosmetics sellers?

Beauty is review-driven, so the FTC's fake-review and endorsement rules are a live risk — disclose gifted products and never seed reviews.

Are fake reviews illegal?

Yes — the FTC's rule (16 CFR Part 465, effective Oct 2024) bans fake or AI-written reviews, bought engagement, undisclosed insider reviews, and review suppression, with penalties up to about $53,088 per violation.

Do influencers have to disclose paid posts?

Yes — any material connection (payment, free product, or affiliate commission) must be disclosed clearly and conspicuously.

Can I delete negative reviews?

You can't deceptively suppress or threaten over honest negative reviews. Removing genuine criticism to mislead shoppers is prohibited.

The source

RuleGoose checks this against the FTC reviews rule (16 CFR Part 465) + Endorsement Guides. Read it yourself: eCFR — 16 CFR Part 465 →

Check your FTC fake-reviews & endorsements compliance — free.
Answer a few questions, see exactly where you're exposed, and draft the fix. No signup, runs in your browser. Run the ReviewProof checker →

or get one RuleGoose Score across every rule a cosmetics & beauty business has to meet.

The full picture for cosmetics & beauty

FTC fake-reviews & endorsements is one of several rules a cosmetics & beauty business has to meet. See the full cosmetics & beauty compliance checklist →, or read the platform-neutral FTC fake-reviews & endorsements guide.

Same rule, other industries

FTC fake-reviews & endorsements for supplements & wellness → FTC fake-reviews & endorsements for fashion & apparel → FTC fake-reviews & endorsements for consumer electronics → FTC fake-reviews & endorsements for food & beverage → FTC fake-reviews & endorsements for digital products & creators →

Informational only, not legal advice, and not affiliated with the FTC. Last reviewed 2026-06-30.