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.
Frequently asked questions
Should a recommended row label sponsored products?
Yes. The FTC's native advertising guidance requires clear disclosure when a recommendation is paid placement, and a shopper who discovers the sponsorship later trusts the store less.
How should a sponsored label look?
Clear, near the product, and in plain words: Sponsored. A disclosure buried at the bottom of the page or written in jargon does not count.
Does labeling sponsored products hurt clicks?
It changes which products get clicked, not whether shoppers trust the row. A labeled row keeps trust, and trust is what makes the next recommendation work.