The FTC expects you to tell your audience when a brand has paid you, gifted you something, or has a family, personal, or work tie to you. This checklist covers where the disclosure goes on each platform and gives you lines you can copy. It's based on the FTC's published guidance for influencers.
What you get
A placement checklist for YouTube, Instagram, TikTok, podcasts, newsletters, and blogs
A copy bank of disclosure lines for affiliate, gifted, paid, and employee relationships
An affiliate disclaimer block you can paste into your site or description
A branded PDF to keep by your desk and an editable CSV to add your own lines
How to use this template
1
Name the relationship. Before you post, write down what connects you to the brand: payment, free product, affiliate commission, employment, or a personal tie.
2
Pick a line from the copy bank. Choose the line that matches the relationship and platform. Keep it short and plain so anyone reading it understands.
3
Place it where people will see it. Put the disclosure with the endorsement itself, early and visible without clicking 'more'. For video, say it and show it in the video.
4
Repeat it on every post. Each post, story, or video needs its own disclosure. Your audience may only see one of them.
What's inside
Here's a preview. Unlock the free download to get all 7 sections (3 more below).
What is an FTC disclosure?
An FTC disclosure is a plain statement telling your audience that a brand paid you, gave you something free or discounted, or is connected to you through work, family or friendship. It belongs with the recommendation itself, in words anyone understands, such as ad, sponsored, or Brand sent me this free.
It applies to any US creator who recommends products, not only to people signing large sponsorship deals. Affiliate links, a gifted skincare set and a cousin's startup all count. Getting it right protects the brand as well, which is why most contracts now require the disclosure in writing.
Where to put the disclosure, by platform
The FTC says a disclosure should be hard to miss and placed with the endorsement itself. Here's how that applies on each platform.
Platform
Where the disclosure goes
Don't rely on
YouTube
Say it and show it on screen in the video, near the start. Also add it to the description.
The description alone, or only the platform's paid-promotion label
Instagram
In the image or video for Reels and Stories, and at the start of the caption above the 'more' cut.
A tag buried among other hashtags, or 'see bio'
Affiliate disclaimer block
Paste this near the top of any blog post, video description, or newsletter with affiliate links, and keep a short 'paid link' label next to individual links:
"Some of the links in this [post / video / email] are affiliate links. If you buy through them, I earn a commission at no extra cost to you. I only recommend products I've used or would use myself."
The FTC's guidance says the words 'affiliate link' on their own may not be clear enough, since some readers don't know it means you get paid. Say plainly that you earn a commission.
What the FTC guidance says
The FTC asks you to disclose any financial, employment, personal, or family relationship with a brand. That includes free or discounted products, even if the brand didn't ask you to post about them.
The disclosure should be clear and conspicuous: placed with the endorsement, easy to notice, and easy to understand. For video, it should be in the video itself, not only in the description. Don't assume a platform's disclosure tool is enough on its own; use it along with your own disclosure.
The Endorsement Guides were revised in 2023, including a new definition of 'clearly and conspicuously'. Check the FTC's 'Disclosures 101 for Social Media Influencers' and its Endorsement Guides FAQ for the current wording.
This checklist is general information based on the FTC's public guidance for US audiences. It is not legal advice. Other countries have their own advertising rules, so check with a lawyer if you're unsure.
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It is a clear statement of your connection to a brand, placed with the recommendation so nobody has to hunt for it. The connection can be payment, free or discounted product, employment, or a family or personal relationship.
Do influencers have to disclose gifted products?
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Yes. The FTC's guidance says that if a brand gives you free or discounted products or other perks and you then mention its products, you should disclose it, even if you weren't asked to post. A line like 'Thanks to [Brand] for the free product' is often enough.
Is #ad enough for an FTC disclosure?
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The FTC lists 'ad', 'advertisement', and 'sponsored' as clear terms, so #ad can work if it's placed where people will see it, such as the start of a caption. A tag lost among other hashtags or hidden behind 'more' is easy to miss. For video, say and show the disclosure in the video too.
Is the platform's paid partnership label enough?
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The FTC says not to assume a platform's disclosure tool is good enough on its own. Use it, and add your own clear disclosure in the post or video as well.
