Disclosure guide · 4 min read
Do You Have to Disclose a Sponsored Post? Creator Guide
By Roberto Blake · Last reviewed October 3, 2026 · Part of the First Brand Deal guide
Quick answer
Yes. If you have a material connection to a brand, such as payment, free product, or an affiliate commission, you need to disclose it clearly when you promote them. In the US, the FTC expects a clear and conspicuous disclosure placed with the endorsement itself, in plain words like "ad" or "sponsored." For video, put it in the video, not only in the description, and also use the platform's paid promotion label.
What counts as a material connection
Anything of value that could affect how your audience weighs your recommendation:
- Payment of any kind
- Free or discounted products, trips, or experiences
- Affiliate links or commissions
- Family, employment, or ownership ties to the brand
Gifted product counts, even with no contract and no requirement to post.
What a good disclosure looks like
- Clear and conspicuous: easy to notice and understand, not buried.
- Close to the claim: next to the endorsement, not only in a profile, a bio, or a description.
- Plain language: "ad," "sponsored," or "paid partnership with [Brand]."
- In the medium you use: spoken and on screen for video, and repeated during long videos and livestreams.
Risky: vague or shorthand tags like "#sp" or "#collab," a disclosure placed only after a "more" link, or thanking the brand without saying it is an ad.
Use the platform tool too
YouTube, TikTok, and Instagram each offer a paid promotion or branded content label. Turn it on, and do not rely on it alone. Say or show the disclosure in the content itself so it is unavoidable.
A simple video checklist
- Say it near the start: "This video is sponsored by [Brand]."
- Show on-screen text for the same words.
- Repeat it if the video is long or if you revisit the product.
- Turn on the platform's paid promotion label.
- Add a line in the description as backup, not as the only disclosure.
Beyond the US
This page reflects United States FTC guidance. Other countries have their own rules and regulators, and platforms apply their own policies. If you publish for an international audience, check the rules where your audience is. For more detail on disclosures and creator ethics, including AI disclosure, see creatorethics.com. You can also read the FTC's Disclosures 101 for Social Media Influencers.
Not legal advice. This is a plain-language summary for creators. Check the current FTC guidance and consult an attorney for your situation.
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The Starter Kit includes a Brand Deal Disclosure Guide and a platform-by-platform lesson on how sponsored content works on YouTube, TikTok, and Instagram.
Frequently asked questions
Do gifted products need a disclosure?
Yes, if you received the product free and mention or show it, because the gift is a material connection your audience may want to know about.
Do affiliate links need a disclosure?
Yes. If you earn a commission when someone buys through your link, say so clearly near the link or recommendation.
Is putting the disclosure in the description enough?
No. A disclosure only in the description, or only after a "more" link, is easy to miss. For video, include it in the video itself.
Do disclosure rules apply outside the United States?
Other countries have their own advertising and consumer rules, and many also require clear disclosure. Check the rules where your audience is located.
Keep going
- How to Get Your First Brand Deal as a Content Creator
- Brand Deal Contract Red Flags
- creatorethics.com: disclosure and ethics resources
Written by Roberto Blake. Educational content, not legal advice. Cite as: Blake, R., "Do You Have to Disclose a Sponsored Post?" Awesome Creator Academy, 2026.