Guide

FTC disclosure rules for creators

If a brand paid you, sent you a product, or gave you a discount, you have to say so in the post. The US Federal Trade Commission requires it, and the responsibility is yours, not the brand's. Here is what the rules cover, which labels work, and where to put them.

When you must disclose

The FTC's Disclosures 101 for Social Media Influencers says to disclose any financial, employment, personal or family relationship with a brand. In practice, for a creator that means:

Paid work. Any fee, including a fee plus product.
Product you were sent or given at a discount. This counts even if you were not asked to feature that specific item.
Honest reviews too. You disclose even if you believe your opinion is unbiased. The relationship is what the rule looks at.
Likes, tags and pins. The guide says these can also count as endorsements.

A product you bought yourself, with no brand relationship, is a different case. If you are unsure whether a deal counts, treat it as one that does.

Which labels work

The label has to be easy to understand and easy to see. The FTC guide gives these examples:

Works	Does not work
"Ad" or "Advertisement"	"sp" or "spon"
"Sponsored"	"Collab" on its own
"Thanks to [brand] for the product they sent"	A standalone "thanks"
"[Brand] Partner" or "[Brand] Ambassador" where space is tight	"Ambassador" with no brand name
#ad or #sponsored (optional)	A hashtag buried in a long block of other hashtags

Write the label in the same language as the post. Use the same words the FTC uses, so there is no doubt what it means.

Where the label goes

With the endorsement. Put it next to the thing you are recommending, where it is hard to miss.
Not behind "more". A label hidden after the caption's fold, at the end of a long caption, or on your profile bio is easy to miss, and the FTC names those spots as problems.
Not inside a hashtag group or a list of links. Make it a readable sentence.
In the video itself. Say it aloud and show it on screen, not only in the description.
On Stories and photos. Lay it over the image and leave time to read it before it disappears.
Live streams. Repeat it periodically, since viewers join at different times.

Platform tools are not the whole answer

Most platforms offer a paid-partnership or branded-content setting. The FTC guide says not to assume that built-in tool is enough by itself. Use it, and also write a clear sentence in the post or video. The label is the creator's job, so set it up before you publish, not after a brand asks.

Copy-paste examples

Gifted product: "Thanks to [brand] for sending this. All opinions are mine."
Paid post: "Ad: this post is part of a paid partnership with [brand]."
Discount code: "Sponsored by [brand]. I receive a discount for sharing the code."

Adapt the wording to what actually happened. Do not use a label you do not believe describes the deal.

What it means for brand deals

Disclosure is part of the work you deliver, so put it in your rate and in your contract. Whether a deal is gifted or paid, and how long a brand may reuse your content, changes what you should charge. See gifted vs paid collaborations and influencer usage rights explained. For the price side, the micro-influencer rates guide has ranges by platform and format.

A Kitvine media kit can show the collaboration types you accept, such as gifted or paid, on one link. The label still goes on each post. This page is general information, not legal advice; for questions about your own situation, check with a lawyer, and use the FTC guide as the primary source.

Show brands your collaboration types

A Kitvine media kit lists your rates and the collab types you're open to on one link. Creators never pay, 0% commission.

Create my media kit

Frequently asked

Do I have to disclose a product a brand sent me?

Yes. The FTC's Disclosures 101 guide says gifted or discounted products count as a relationship you must disclose, even if the brand didn't ask you to mention that product, and even if you believe your review is unbiased.

Is #ad required, or can I write something else?

No single hashtag is required. The FTC accepts plain words such as "ad", "advertisement" or "sponsored", and says hashtags like #ad or #sponsored are fine but optional. Vague shorthand such as "sp", "spon" or a standalone "thanks" is not enough.

Does a likes, a tag or a pin count as an endorsement?

It can. The FTC guide says likes, tags and pins can also count as endorsements, so if you are being paid or sent product, a like or tag on that brand's content can need a disclosure too.

Who is responsible for the disclosure, me or the brand?

You are. The FTC says it is the influencer's responsibility to make the disclosure, and you should not rely on the brand or someone else to do it. A platform's built-in paid-partnership tool may be used, but the guide says not to assume it is sufficient on its own; add your own clear disclosure too.

Where should the disclosure go on a video?

In the video itself, not only in the caption. The FTC notes that viewers are more likely to notice a disclosure made in both audio and video. For live streams, repeat it periodically.