Beyond simple disclosure, what is the PRIMARY reason that FTC guidelines are relevant to Twitch streamer brand deals?

Beyond simple disclosure, the primary reason FTC (Federal Trade Commission) guidelines are relevant to Twitch streamer brand deals is to ensure that endorsements and sponsored content are presented in a way that is truthful and not misleading to consumers. While disclosure is crucial (e.g., using #ad or #sponsored), the FTC guidelines go further by requiring that the streamer's opinions and experiences with the product or service being promoted are genuine and reflect their honest beliefs. The FTC is concerned with protecting consumers from deceptive advertising, which includes situations where a streamer makes false or unsubstantiated claims about a product, fails to disclose a material connection with the brand (meaning a relationship that could affect the streamer's credibility), or presents an endorsement that is inconsistent with their actual experience. For example, if a streamer claims to genuinely love and use a gaming headset in their daily streams but only uses it during sponsored segments, this could be seen as a deceptive endorsement. Similarly, if a streamer promotes a software program without having actually used it, this violates FTC guidelines. The FTC's focus is on maintaining transparency and authenticity in influencer marketing so that viewers can make informed purchasing decisions. Therefore, Twitch streamers must not only disclose their relationships with brands but also ensure that their endorsements are truthful, substantiated, and based on their genuine experiences, reflecting a higher standard of ethical advertising than simply stating that a post is sponsored.