Introduction — Why clear disclosures matter in 2025
If you earn money (or receive other value) when followers click your links, use your codes, or buy a product you recommend, U.S. law requires you to disclose that relationship in a way consumers can easily see and understand. The Federal Trade Commission’s Endorsement Guides and their "Disclosures 101" guidance make the principle simple: material connections must be disclosed clearly and conspicuously so consumers can evaluate recommendations appropriately.
This article gives you short, actionable templates for text, video, live streams, and platform-limited formats (e.g., TikTok, Instagram Stories), plus placement rules, practical do’s & don'ts, and a quick compliance checklist you can apply immediately.
Practical disclosure templates & where to place them
Use short, plain-language disclosures that sit next to the endorsement itself. Platform tools (e.g., paid partnership tags) can be used in addition to your own wording, but don’t rely on them alone. The FTC emphasizes that disclosures must be placed so they are hard to miss, and that their wording should be simple and in the same language as the endorsement.
Text-based posts / blog reviews
- At the top of the article or immediately before the first affiliate link: “I get commissions for purchases made through links in this post.”
- Next to an embedded affiliate link: “(I earn a commission.)” — but if space allows, prefer the clearer phrase above.
Short-form social (TikTok, Instagram caption)
- Use a short, clear phrase near the endorsement, not buried in hashtags: “#ad — I earn a commission if you buy through my link.”
- When captions are truncated, also place the disclosure visually on the video frame (text overlay) so viewers can read it without clicking "more."
Video (YouTube, long-form)
- Make an audible and visual disclosure at the start of the video and include it in the description: “This video includes affiliate links. If you buy using my links I may earn a commission.”
- For long videos, repeat the disclosure within the video and keep it visible near the recommendation. Don’t rely only on the description.
Live streams
- Announce any material connection verbally at the beginning and periodically during streams; add a pinned chat message or on-screen overlay with the disclosure so late viewers see it.
Tip: avoid vague shorthand like “spon,” “sp,” or just “thanks.” Simple, obvious terms like “ad,” “sponsored,” or the explicit phrase “I earn a commission” are clearer to most consumers.
Do's & Don'ts — Concrete examples to reduce risk
Do
- Place the disclosure next to the recommendation or link so it's viewable without extra clicks.
- Use plain language: “I may earn a commission,” or “I get commissions for purchases made through links.”
- Repeat disclosures in long-form content and live streams; provide both visual and audible disclosures for videos.
- Train affiliates or micro-influencers in your network to disclose and adopt a pre-approval/review step for sponsored posts. Advertisers have responsibilities too: training, monitoring, and providing clear disclosure instructions reduce liability.
Don't
- Don’t hide disclosures in an "About" page, at the end of a long post, or buried in a cluster of hashtags or links.
- Don’t assume followers understand personalized discount codes imply you’re paid — add an explicit disclosure when it’s unclear.
- Don’t rely solely on a platform's paid partnership flag or affiliate tool unless you also provide clear on-content wording.
Examples of problematic practices
- Saying only “#partner” or “thanks @brand” without clarifying payment or commission.
- Only placing the disclosure in a video description when the endorsement is in the video itself.
- Using tiny, low-contrast text overlays that are unreadable on small screens.
Compliance checklist & closing notes
Use this quick checklist to confirm your content is compliant:
- Is there a material connection (money, free product, discount, trip, etc.)? If yes, disclose.
- Is the disclosure placed where viewers/readers will see it without extra clicks? If not, move it next to the endorsement.
- Is the language plain and unambiguous (e.g., “I earn a commission”)? If not, simplify it.
- For networks/brands: have you trained and periodically monitored affiliates and given clear disclosure wording? Document your training and monitoring steps.
Documentation to keep: sample posts, the disclosure wording you provided, pre-approval records, and evidence of periodic monitoring. While disclosures reduce legal risk, they do not permit false or unsubstantiated product claims — always ensure any objective claims are backed by appropriate evidence.
Need a tailored template or review of your channel’s current disclosures? If you want, share one example post (text or screenshot) and I’ll propose precise disclosure language and placement for that format.