FTC disclosure
White hat. Within platform rules and the law. Safe to use.
What is FTC disclosure?
FTC disclosure refers to the US Federal Trade Commission’s guidance that endorsements must disclose any material connection between a creator and a brand: payment, free product, a commission, a family or employment link. The disclosure should be clear, easy to see and in plain words such as "ad" or "sponsored".
Other countries have similar rules, such as the UK’s ASA and CMA guidance and EU consumer protection law. Platform labels like paid partnership help, but a hidden hashtag at the end of a long caption may not be enough.
Why FTC disclosure matters
Undisclosed ads mislead audiences and can lead to warnings or penalties for both the creator and the brand. Clear disclosure protects everyone and rarely hurts results with an audience that trusts the creator.
How to disclose sponsored content
- Use the platform’s branded content or paid partnership label.
- Also say it plainly at the start of the caption or video: "ad", "sponsored" or "paid partnership with…".
- Disclose free products and affiliate links too, not just cash deals.
- Put the disclosure requirement in every brief and contract.
Related marketing terms
A sponsored post is content a creator publishes because a brand paid or gave them something for it, and it must be disclosed as an ad.
A paid partnership is a platform’s built-in label for sponsored content, showing viewers that a creator was paid or rewarded by the named brand.
An affiliate link is a tracked URL given to a partner, so sales or sign-ups that come through it can be credited and paid as commission.
An influencer contract sets out a creator deal in writing: deliverables, dates, payment, usage rights, exclusivity, approval and disclosure.