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Founder & Editor · Expertise: Equipment financing, Lender matching, Loan and lease structure
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Methodology
Sources: partner-lender program data + industry research Editorial standards: methodology Disclosures: advertising + lender relationships

FTC Endorsement Guides

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Definition

FTC Endorsement Guides is FTC rules requiring honest disclosure of paid endorsements, partnerships, and material connections.

FTC Endorsement Guides are rules from the Federal Trade Commission (16 CFR 255) requiring honest disclosure of paid endorsements, material connections, and partnerships in advertising and editorial content. They affect how affiliate sites, brokers, and content publishers can present products and services.

What the rules require

  • Disclose paid endorsements: if you’re paid to endorse a product or service, disclose the relationship
  • Disclose material connections: if you have a financial interest (commission, referral fee, ownership), disclose it
  • Clear and conspicuous disclosure: not buried in fine print or behind links; visible at the point of recommendation
  • Honest recommendations: endorsements must reflect actual experience or honest opinion; can’t recommend something you’ve never used or that you know is bad

FTC rules and equipment finance brokers

Equipment finance brokers and aggregator sites (like ours) operate under these rules. We are paid commissions by partner lenders when applications we route are funded. The FTC requires us to:

  • Clearly disclose this compensation arrangement
  • Mark partner lenders distinctly from non-partner lenders we cover editorially
  • Not falsely recommend specific lenders over others when the recommendation is driven by commission rather than fit

See our disclosures page for our full disclosure statement.

What violates FTC rules

  • Affiliate links presented as neutral editorial recommendations
  • Hidden commission relationships
  • Fabricated reviews or testimonials
  • “Best lender” rankings based on commission paid rather than borrower benefit
  • Comparison tables that secretly exclude better alternatives because they don’t pay commission

What the FTC does

  • Investigates complaints about deceptive endorsements
  • Issues warning letters to noncompliant businesses
  • Files lawsuits against egregious violators (settlements have been multi-million dollars)
  • Publishes guidance to help businesses comply

What this means in practice

Why FTC Endorsement Guides matters in equipment financing

Borrowers encounter FTC Endorsement Guides at one or more specific moments in the financing process: at application, at funding, during the loan term, or at term end. Understanding what the term actually means at the moment it appears prevents the gap between assumption and documentation that drives most post-funding disputes.

The treatment of FTC Endorsement Guides can vary by lender, by structure, and by the specific equipment class being financed. The definition above covers the common usage. When the term appears in your specific transaction documents, read the surrounding paragraph for the lender-specific application and ask the lender or broker to walk through any clauses you are not certain about.

The three places this term appears

This term has both a general definition and a lender-specific application. The general definition is what is above. The lender-specific application is what shows up in your particular transaction documents, and that is where the contractual implications live.

Treat the general definition as the starting point and the funding documents as the controlling text. Where the two differ, the documents win.

Common misconceptions about ftc endorsement guides

Two patterns of confusion come up regularly around this term. The first is mixing it with a related concept that carries a different practical effect. The second is assuming the lender treatment is standard across the market when it is actually lender-specific. Both are easy to verify in advance: ask the lender or broker to walk through how the concept applies in your deal, and ask for the relevant section of the funding documents to be flagged at signing.

Quick answers

Direct answers to the questions we hear most on ftc endorsement guides applications. Each answer is one we have given to a real buyer in the last quarter.

Can I get a tax deduction on a leased equipment?
Yes. Operating lease payments deduct fully as business expense in the year paid. Capital lease (EFA $1 buyout) structures get depreciation treatment, which often allows Section 179 immediate expensing. Talk to your tax preparer about the specific structure before signing.
How much down payment is typical?
Standard programs run 0 to 10 percent down on new equipment for established businesses with prime credit. 5 to 20 percent down on used equipment. 15 to 30 percent on credit-challenged or startup applications. Fleet and replacement deals often qualify for zero down.
What is a UCC-1 filing?
A UCC-1 financing statement is a public record filed by the lender that establishes a security interest in the financed equipment. It is filed at the Secretary of State (or equivalent) and runs for 5 years. The UCC must be terminated when the loan is paid off, and the borrower is responsible for confirming termination.
How does Section 179 work?
Section 179 lets you deduct up to $1.16 million (2024 limit, indexed annually) of qualifying equipment in the year placed in service, rather than depreciating over 5 to 7 years. Equipment must be placed in service before December 31 of the tax year, used more than 50 percent for business, and financed through a qualifying structure (loan or EFA, not operating lease).
How is interest calculated on equipment loans?
Most equipment loans use simple interest amortization. Each payment includes principal and interest portions, with the interest portion declining as the balance amortizes. EFA structures may use rate-factor pricing instead of stated APR; the dollar cost is similar but the math is different.
What is the minimum credit score for equipment financing?
There is no single minimum across the industry. Prime programs start at 720+. Mid-tier programs work down to 660. Specialty programs handle 580 to 640 with structured down payment and personal guarantee. Below 580 is rare but exists in narrow specialty programs.

How we route the decision

The financing structure that fits depends on the actual situation. Below are the most common decision branches we walk through with buyers, in plain "if X, then Y" form.

If Your credit is below 640 and TIB is under 24 months
Then Plan for 15 to 25 percent down, full personal guarantee, and a specialty program. Rates run 4 to 8 points above prime. Approval is still real but the structure is meaningfully different from prime programs.
If You are a startup with strong principal credit and industry experience
Then Apply to startup-specific programs that recognize principal credit and experience as substitutes for entity history. Expect higher down payment but a real path to approval.
If You plan to keep the equipment past the financing term
Then Use a loan or $1 buyout EFA structure. Operating lease and FMV lease structures cost more on a keep-past-term basis because of the residual buyout.
If You expect to pay the loan off within 12 months
Then Check the pre-payment penalty before signing. Standard structures penalize early payoff in year one. Open pre-payment loans cost slightly more in stated rate but eliminate the penalty.
If You are planning a Section 179 election close to year-end
Then Confirm placed-in-service date can be hit before December 31. Equipment ordered but not delivered/commissioned does not qualify for current-year §179, regardless of payment status.

What if something changes mid-term

Equipment loans run for 36 to 96 months. Things change. The patterns below cover the situations that come up most often during the loan term and how they typically resolve.

Lender becomes difficult to work with

Most equipment loans are assumable or assignable with lender consent. Refinancing to a different lender is the more common path. Document the issues clearly; the situation rarely improves and the alternatives exist.

Personal guarantee called on default

Personal guarantee makes the principal personally liable for the debt if the business defaults. Working with the lender on workout or restructure is the preferable path. Personal bankruptcy is a real consequence of unresolved default with personal guarantee.

Borrower cash flow stress mid-term

Contact the lender BEFORE missing a payment. Most lenders work with borrowers in temporary stress through extension, deferral, or restructure. Missed payments without contact trigger default mechanics that limit options.

Pre-payment penalty obstacles to refinancing

Calculate the breakeven: penalty cost vs. interest savings on refinanced rate. Common breakeven is 12-18 months. If you expect to keep the equipment 24+ more months at lower rate, the penalty usually pays back.

Authoritative sources

The rate ranges, structures, and program details on this page are informed by our partner-lender book and the public industry resources below. We link out so you can verify any specific claim or go deeper.

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Reviewed by

Ed Stapleton Jr.

Founder & Editor

Ed Stapleton Jr. runs Fund My Equipment. Every page on this site is written and reviewed by Ed.

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