RelevanceRail answers
Should a "recommended for you" row label sponsored products?
Yes. If a brand paid for the spot, say so. The FTC says an ad must be identifiable as an ad, and its format cannot mislead people about what it is.
What the FTC expects
The FTC's native advertising guide says an ad is deceptive if it misleads people about its commercial nature. Any clarifying information must be clear and prominent.
How to label it
Put "Sponsored" on the card itself, not in a tooltip. Keep paid items out of rows titled as picks for the shopper unless every paid card carries the label.
Source
FTC, Native Advertising: A Guide for Businesses. Reviewed Sep 23, 2026.