TINA.org’s Focus on Direct Selling

TINA.org has long scrutinized direct selling companies and distributors for misleading earnings representations and health claims: They have publicly shared lists of MLM companies with contact info to ensure the FTC is aware of who’s making risky claims..

Misleading Income Claims:

• In a recent investigation of 100 MLMs, TINA found that 98% of them made unsubstantiated or atypical income claims. [Link]
• These practices are especially risky because they can mislead prospective recruits about how much they might earn. [Link]

Unsubstantiated Health Claims

• TINA has also reported on health-related claims made by MLM distributors, many of which lack solid scientific backing. [Link]
• These claims range from treatment of serious conditions to exaggerated wellness benefits, raising legal and reputational risk.

In 2021, TINA.org escalated its regulatory advocacy, sending a letter to the FTC. TINA.org promoted the creation of a “penalty-offense” program targeting MLMs that make repeated deceptive earnings or health claims. [Link]

Influencing Regulation & Enforcement

TINA’s advocacy has pushed regulators into action. For example, they’ve filed numerous formal complaints about MLM marketing practices, influencing FTC and state-level reviews. [Link] Their research and commentary on earnings claims were included in public FTC rulemaking processes.

By spotlighting hundreds of companies, they create pressure for transparency and honest communication across the direct selling industry. Combined with internal watchdog groups, like the DSSRC [Direct Selling Self-Regulatory Council], they advocate the protection of brands, their customers, and their distributors.

How to Stay On TINA.org’s Good Side

Here’s what your company — especially your compliance, marketing, and leadership teams — should do to minimize risk and show good faith in marketing practices:

If TINA flags something concerning in your company’s marketing, investigate promptly and take corrective action if necessary..

Review and Audit Earnings Claims

• Conduct a thorough internal audit of all business-opportunity communications (website, social media, marketing materials) for income statements.
• Make sure earnings claims are truthful, substantiated, and clearly labeled as typical or atypical with appropriate disclaimers.

Be Careful with Testimonials

• Ensure any testimonials or income examples used are honest, reflect real experiences, and clearly explain whether typical results are being represented.
• If you highlight high-earning distributors, also provide transparent information about average earnings or the percentage of participants who actually reach that level.

Scrutinize Health and Product Claims

• Avoid health or disease-treatment claims unless you have robust scientific evidence to back them.
• Review all distributor-generated content (especially on social media) for potentially problematic claims.

Use Clear, Conspicuous Disclosures

• Make disclaimers or qualifying statements (e.g., “results not typical”) easily visible and prominent—next to the claim, not hidden behind links.
• Follow principles similar to FTC guidance on disclosures: they must be unavoidable, understandable, and not tucked into the fine print. Federal Trade Commission

Educate & Train Your Field

• Provide compliance training for distributors, particularly on what kinds of income and health claims are acceptable.
• Give them clear guidelines in writing, and consider review processes (e.g., pre-approval for marketing materials).

Stay aware of TINA.org’s “Ad Alerts” and blog posts so you can quickly address emerging issues or examples in your space.

Partnering for Better Business

TINA.org isn’t an adversary. You can view them as a barometer for fair, transparent marketing in your industry. When you proactively align your practices with the principles they scrutinize, you protect your brand and reduce the risk of regulatory headaches down the road.

If you’d like help creating compliant-by-design training and technology platforms for your team, Direct Selling Resources can help. Connect with us today! Let’s make compliance and connection the foundations of your success.