# Should a "recommended for you" row label sponsored products? | RelevanceRail

Source: https://relevancerail.com/blog/label-sponsored-products-recommendations/

RelevanceRail answers


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](https://www.ftc.gov/business-guidance/resources/native-advertising-guide-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.