FTC Endorsement Guides · 16 CFR Part 255

Host-read ads work because they’re unscripted.That’s also what makes them a liability.

CheckAir listens to your entire catalog, finds every paid endorsement, and checks each one against the rules that govern it — producing a defensible record before anyone asks you for one.

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Built for networks, publishers, and the agencies that answer for them.

The exposure

The ad that performs best is the one nobody reviewed.

01

It airs before anyone reads it

Advertiser copy gets legal review. What the host actually says at 7:40am does not. The read is improvised, personalized, and live.

02

The disclosure drifts

A sponsor is named at the top of the show, then endorsed again an hour later with no disclosure anywhere near it. Proximity is exactly what the Guides are about.

03

The claim escalates

A host who genuinely likes the product improves on the brief. Health, income, and financial claims are where an enthusiastic read turns into a regulated one.

04

The audio outlives the campaign

Every episode stays in the feed and stays discoverable. An investigator can pull the exact file years later. So can a plaintiff.

The network is named, not just the host

In 2022 the FTC brought an action over radio personalities endorsing a phone they had never used. The talent read the copy; the exposure landed on the businesses that aired it. Liability follows the entity with the compliance obligation, and that is the network.

Why sampling fails

You cannot spot-check your way out of this.

One daily three-hour talk show produces roughly 750 hours of audio a year. A twenty-show catalog clears 15,000. Reviewing one percent of that by hand costs a full-time salary and still tells you nothing defensible about the other ninety-nine.

Compliance that only samples is not a control. It is an anecdote you paid for.

Coverage model
Manual spot-check1%
~1% of episodes
Scripted copy review18%
Reviews the brief, not the read
CheckAir100%
Every episode, every read

Running today across 41 shows and 8 networks.

How it works

From raw audio to a record you can hand to a regulator.

  1. 1

    Ingest

    Point CheckAir at your feeds. Every episode is transcribed with word-level timing, so any claim can be traced back to the second it aired.

  2. 2

    Detect

    Endorsement reads are located inside the program and bounded precisely, separating a genuine ad from a host merely mentioning a brand.

  3. 3

    Evaluate

    Each read is judged against a versioned rule register covering disclosure, substantiation, and the health and financial regimes that carry their own rules.

  4. 4

    Certify

    Your team reviews, discusses, and approves. CheckAir issues a certificate carrying the full deliberation trail and a hash of the findings behind it.

What a finding looks like

Specific enough to act on in thirty seconds.

Every finding cites the rule and the authority behind it, quotes the exact words that triggered it, and links to that moment in the audio. No compliance score, no vague risk rating — a reviewer can agree or disagree immediately.

Where wording is the problem, CheckAir drafts alternatives that keep the read listenable. The point is to get the spot compliant, not to kill it.

AUTH-002medium severity41:12

Describes a specific result without a qualifier that results may vary or an explanation of generally expected performance.

“So say goodbye to distractions and hello to more free time, because you finished your work faster.”
Suggested alternative

“It helps me cut down on distractions so I get through my work — your results will depend on how you use it.”

16 CFR Part 255.2(b)·substantiation
The record

A finding is an opinion. The trail behind it is a defense.

Detection is the easy half. What matters when someone asks is whether you can show the judgment was made, by whom, on what basis, and when.

Reviewers work in one place

Threaded discussion on every finding, @mentions that create assignments, and a to-do queue so nothing waits on someone who never saw it.

Evidence attaches to the claim

Upload the substantiation the advertiser provided. It is hashed, stored, and cited on the certificate next to the finding it resolves.

The trail is the product

Who flagged it, who questioned it, what evidence settled it, and who approved it — in order, on the certificate.

Running now, on real inventory

register 2026.08.2

These are live figures from the CheckAir catalog, scanned from public feeds across the major audio networks.

8
networks
41
shows
20
episodes analyzed
62
endorsements located
556
rule evaluations
16
rules in register

Bring us three episodes. We’ll show you what’s in them.

We scan them before the call, then walk your team through every endorsement we found and every rule it touched. No slides.

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