Why it matters
In the US, the FTC Endorsement Guides require a clear disclosure whenever a creator has a material connection to a brand, including free products. The FTC can act against both the brand and the creator.
A disclosure clause makes the method clear: the platform tool, the words and the placement.
How it usually reads
Creator will disclose the relationship at the start of each post with #ad or the platform's paid partnership label.
What fair looks like
- Disclosure at the start of the caption and in the video itself, not buried in hashtags.
- Use of the platform’s paid partnership tool.
- Both parties agree to follow the rules. The brand does not ask you to hide the relationship.
Red flags
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do not disclose
Hiding a paid relationship breaks FTC rules and exposes you to enforcement.
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#sp / #collab only
Vague hashtags are not considered clear disclosure.
Common questions
Is #ad at the end of the caption enough?
Not if people have to click "more" to see it. Put it at the start, and say it in the video.
Do gifted products need disclosure?
Yes. A free product is a material connection under the FTC Endorsement Guides.