FTC Disclosure for Creators: When and How to Label Sponsored Posts

If you post content about a brand you have a relationship with, your audience has a right to know. In the United States, the Federal Trade Commission (FTC) sets the expectations for this through its Endorsement Guides and related guidance for social media creators. Other countries have similar rules through their own advertising regulators.

This guide explains when you need to disclose, how to do it clearly, and common mistakes. It is general information, not legal advice.

The basic rule

You need to disclose when you have a material connection with a brand you are talking about. A material connection is any relationship that might affect how people view your endorsement. That includes:

• being paid, in money or otherwise,
• receiving free or discounted products or services,
• a free hotel stay, meal, trip or event ticket,
• earning commission through affiliate links or codes,
• an employment, family or close personal relationship with the brand,
• an ongoing ambassador or partnership agreement.

The key point many new creators miss: gifted products count. If a brand sends you something for free and you post about it, that relationship should be disclosed, even if nobody asked you to post.

What "clear and conspicuous" means

The FTC's guidance asks for disclosures that are hard to miss and easy to understand. In practice:

• Put it where people will see it. On a video, the disclosure should be in the video itself, not only in the caption. On an image post, it should appear early in the caption, before the "more" cut-off.
• Use plain words. "Ad," "Advertisement," "Sponsored," "Paid partnership with [Brand]," or "Thanks to [Brand] for the free product" are clear.
• Say it and show it in video. For video content, saying the disclosure aloud and showing it on screen is the safest approach.
• Repeat it in long content. In a long video or livestream, mention it more than once, especially at the start and when you discuss the product.

Words that are not enough on their own

Some labels are vague, and the FTC has said they may not be clear to viewers:

• "#sp," "#spon" or "#collab" without context,
• "Thanks [Brand]" with no mention of what you received,
• a disclosure hidden in a block of hashtags at the end of a caption,
• a disclosure only on your profile page or bio,
• a disclosure only behind a "see more" link.

When in doubt, use a full word like "ad" or "sponsored," placed early.

Platform tools help, but are not always enough

Instagram, TikTok, YouTube and Facebook all offer built-in labels for branded or paid content. Using them is a good habit, and some platforms require them for branded content. However, the FTC has indicated that you should not assume a platform tool alone is sufficient; it may be too small or easy to miss. The safest approach is to use the platform tool and your own clear disclosure in the content. Our guide to labeling paid partnerships on each platform walks through the settings.

Honesty matters as much as the label

Disclosure is only half of it. Your endorsement must also reflect your honest opinion and real experience:

• Do not say you use a product you have never tried.
• Do not claim results you have not had.
• Do not make health, financial or safety claims the brand cannot back up.
• If you did not like something, do not pretend you did.

Brands also have responsibilities. A brand should not ask creators to hide a relationship, should give creators accurate information about the product, and should monitor whether creators are disclosing properly.

Affiliate links and discount codes

If you earn money when people buy through your link or code, that is a material connection. A disclosure like "I earn a commission if you buy through this link" placed near the link is clear. A disclosure buried at the bottom of a long description is not.

Hotel stays, trips and experiences

Travel creators often receive complimentary stays, meals or activities. These need disclosure the same way products do. A simple line such as "My stay was hosted by [Hotel]" or "Complimentary stay from [Hotel]," shown on screen and in the caption, keeps things clear. If you paid for part of the trip yourself, you can say so, but still disclose what was provided.

What about UGC that only the brand posts?

If you create content for a brand and only the brand posts it, on its own accounts or in ads, you generally do not need to add a disclosure yourself, because the post already comes from the brand. However:

• Brands should not present a paid creator as an ordinary, unconnected customer.
• If you later post the same content on your own account, you need to disclose the relationship.

Disclosure outside the US

Rules differ by country. In the United Kingdom, for instance, the Advertising Standards Authority and the Competition and Markets Authority publish guidance for influencers, and the label "Ad" is commonly expected for paid content. If you work with brands or audiences in other countries, check the local regulator's guidance.

A simple disclosure checklist

Before posting sponsored or gifted content, check:

1. Is there a material connection? If yes, disclose.
2. Is the disclosure in the content itself, not just the caption?
3. Is it in the first lines or first seconds?
4. Does it use plain words like "ad," "sponsored" or "gifted"?
5. Did you turn on the platform's paid partnership label where available?
6. Is everything you said honest and based on your real experience?

Why it is good for your career

Clear disclosure protects your audience's trust, which is the foundation of any creator business. Brands increasingly prefer creators who handle disclosure confidently because it reduces their own risk. It is a sign of professionalism, not a weakness.

Unresourced connects creators with brands, agencies and hotels, and we encourage clear disclosure on every sponsored or gifted collaboration. To learn how gifting works in practice, read gifted vs paid collaborations, and create a free account to start finding campaigns.