Regulators are increasing scrutiny of affiliate marketing practices. The Federal Trade Commission and state attorneys general are investigating potentially deceptive or unfair advertising claims, privacy violations, fake reviews, and undisclosed sponsorships. Affiliate networks and individual marketers could face liability for misleading ads. To avoid enforcement actions, marketers should ensure claims are truthful and not misleading, disclose any material connections like sponsorships or payments for endorsements, respect privacy policies, and have proper legal protections in place.