Sponsorship disclosure guide

Why disclose

When a brand gives you money, free products or other benefits for a post, your audience should know. In the US, the Federal Trade Commission expects that relationship to be disclosed clearly.

How

Put the disclosure where people will see it without clicking "more" — at the start of the caption, in the video itself and, for live streams, repeatedly. Use plain words such as "Ad", "Sponsored" or "Paid partnership". Use the platform's paid-partnership tool as well, not instead.

Primary sources

• FTC, Disclosures 101 for Social Media Influencers
• FTC, Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 CFR Part 255)
• FTC, FTC's Endorsement Guides: What People Are Asking

This page is general information, not legal advice. Check the rules for your country and platform.