FTC Disclosures

What are FTC Disclosures?

If you’ve ever seen an influencer say something like “This video is sponsored by [Brand]” or noticed hashtags like #Ad or #Sponsored, that’s an FTC disclosure. It’s a way to let you know the creator got paid, received free products, or worked with the brand they’re talking about.

The FTC requires disclosures anytime there’s a “material connection” between a creator and a brand—like money, free stuff, or affiliate partnerships. These rules are there to make sure you’re not misled into thinking a recommendation is purely personal when it’s actually influenced by a business deal.

For social media, disclosures need to be clear and easy to notice. This means no sneaky small text or vague phrases. Use plain language like “Sponsored by [Brand]” or #Ad so people know right away what’s happening.

Why are FTC Disclosures Important?

FTC disclosures aren’t just about following the rules—they help everyone:

• For Audiences: They build trust. When creators are upfront about sponsorships, you know they’re being honest, and you can make better decisions about what to buy.

• For Influencers: Transparency strengthens your credibility. Followers respect creators who are clear about partnerships. Plus, you avoid getting into legal trouble.

• For Brands: Disclosures protect your reputation and show you care about doing business ethically. Nobody wants to be called out for sneaky advertising!

By using disclosures, you’re helping keep the digital space fair and trustworthy for everyone.

What Does an FTC Disclosure Typically Include?

A good FTC disclosure is:

• Clear: Use simple terms like “Ad,” “Sponsored by [Brand],” or #Ad. Avoid vague phrases like “Thanks to [Brand].”

• Prominent: Put disclosures where they’re easy to see—right at the start of a video, blog, or post. Don’t bury them in captions or at the end of a video.

• Specific to the Platform: Use Instagram’s “Paid Partnership” tag in addition to a clear caption. On YouTube, say it in your video and include it in the description box. On Twitter, keep it short with hashtags like #Ad or #Sponsored.

• Honest: Make sure to state the nature of the relationship—whether it’s a paid sponsorship, free product, or affiliate link.

How FTC Disclosures Benefit Everyone

Using disclosures properly doesn’t just keep you out of trouble—it brings real benefits:

• For Audiences:

  • They know when content is sponsored, so they can trust your other recommendations more.

  • No surprises about hidden advertising.

• For Influencers:

  • Builds long-term credibility with followers.

  • Avoids fines or legal issues—peace of mind!

• For Brands:

  • Strengthens brand integrity by being honest with customers.

  • Shows you’re committed to ethical marketing.

How to Use FTC Disclosures Effectively

Here are some practical tips to get your disclosures right:

• Be Upfront and Clear:

  Start with the disclosure. For example, begin your video or caption with something like, “This video is sponsored by [Brand].”

• Adapt to the Platform:

  • Instagram: Use the “Paid Partnership” tag AND include a clear disclosure in your caption, like #Ad.

  • YouTube: Say it out loud in the video and include it in the description box.

  • Twitter: Use short disclosures like #Ad or #Sponsored near the start of your tweet.

• Don’t Overcomplicate It:

  Fancy wording isn’t necessary. Just make sure people can understand it immediately.

• Stay Updated:

  FTC guidelines can change, so check periodically to make sure you’re still in compliance.

Common Mistakes to Avoid

Disclosures are simple, but it’s easy to slip up. Here’s what to avoid:

• Hiding Disclosures: Don’t put them at the very end of a long post or in tiny text. Make them obvious.

• Using Confusing Language: Hashtags like #Collab or phrases like “Thanks [Brand]” aren’t clear enough. Stick to #Ad or “Sponsored by [Brand].”

• Skipping Freebies: Even if you weren’t paid, getting free products counts as a material connection and requires disclosure.

• Ignoring Platform Rules: Each platform has unique tools or expectations—don’t assume one-size-fits-all.

A Quick Example of a Good Disclosure

Imagine this Instagram post:

Caption:

"Excited to share this amazing skincare line that’s helped clear up my skin! #Ad I’ve partnered with [Brand] to show you their incredible products—check them out!"

• Why it works:

  • The disclosure (#Ad) is right at the start.

  • It’s clear the creator is working with the brand.

  • No vague or hidden language.

Conclusion

FTC disclosures are about being open and honest. They protect consumers, build trust, and keep your content compliant with the law. For influencers, clear disclosures show you respect your audience. For brands, they highlight your commitment to ethical advertising. By making disclosures simple, visible, and understandable, you help make the internet a more trustworthy place—and that benefits everyone.