Content4 min read
The FTC Disclosure Rules for Creators, in Plain English
The Endorsement Guides are shorter and clearer than their reputation. Here is what they actually require, which labels the FTC has ruled out, and what trips people up.
The FTC disclosure rules come from the Endorsement Guides, and they are shorter and far more readable than their reputation suggests. Two requirements do almost all the work: disclose a material connection, and make the disclosure clear and conspicuous.
Nothing here is legal advice. It is a plain reading of published guidance, and where the guidance leaves room, this page says so rather than inventing certainty.
The FTC disclosure rules begin with a material connection
The rules apply when you have a connection to the brand that a reader would not expect and that might affect how much weight they give your opinion. In practice:
- Payment, in money or in anything else.
- A free product, sample or service — whether or not you were asked for anything.
- A commission on sales, including an affiliate link.
- An ongoing ambassadorship or brand partnership.
- Employment, a family relationship, or owning the company.
- Being entered into a prize draw in exchange for a post.
The last two are the ones people miss. Ownership feels obvious to you and is invisible to a new follower, and a "post to win" arrangement is an endorsement paid for with a chance at a prize.
"Clear and conspicuous" is the whole test
The second requirement is where posts fail, and the FTC's own framing is a checklist:
- Unavoidable. Not behind a "more", not in a bio, not in a pinned comment, not after
a wall of hashtags.
- In the same medium as the claim. If the endorsement is spoken, say the disclosure
out loud. If it is on screen, put it on screen.
- Understandable to ordinary people. Plain words, not industry shorthand.
- Repeated where the audience changes. A livestream or a story sequence needs it more
than once.
FreeMentioned in this article
Disclosure Placement CheckerYou wrote #ad. This says whether anybody will see it.The checker reads a finished caption against exactly these criteria and names the character position of what it finds, so a fail points at a spot in your draft rather than at the draft in general.
Labels the FTC has ruled out
The guidance is unusually specific about vocabulary, which is helpful — it means this is one of the few parts you do not have to interpret.
| Label | Status |
|---|---|
#ad, #sponsored | Accepted |
| "Advertisement", "Paid partnership with X" | Accepted |
#sp, #spon | Not understood by ordinary readers |
#collab | Describes creative work, not payment |
#ambassador | Named as insufficient on its own |
| "Thanks to X" | Gratitude, not disclosure |
Two more points that come up constantly. A platform tool is not a substitute: the FTC has said a platform's own "paid partnership" tag may not be enough by itself, so switch it on and write the label. And the brand shares responsibility — an agency or brand asking you to leave the label off is asking you to carry a risk that is partly theirs.
FreeMentioned in this article
Sponsorship Disclosure GeneratorThe right wording, and — the part that actually gets people in trouble — the right placement.Where the guidance genuinely leaves room
Two areas are less settled than the confident posts about them suggest.
Gifted items with no editorial control. Where a brand sends a product, asks for nothing, and has no say over what you post, US and UK guidance are not identical about whether the ad label is required. The disclosure of the gift itself is not in doubt. The honest version is in gifted product disclosure.
Very old posts. The guides apply to what is published now, not only to what is published today. An archive of undisclosed sponsored posts is not obviously fine because it is old.
Where a deal is large or unusual, that is the moment to ask a lawyer rather than a web page — including this one.
What this means for a working creator
Three habits cover almost everything:
- Put the label in the first line. It fixes prominence, the fold, and the hashtag
block at once.
- Say it out loud in video. The caption is the backup, not the disclosure.
- Do it on every post in the deal, not the first one. A reader who sees post four has
not seen post one.
The placement rules per format are in sponsored post disclosure, and the specific caption question is in where #ad goes in a caption.
The FTC publishes a short guide written for creators rather than lawyers: Disclosures 101 for Social Media Influencers. It is worth twenty minutes.
What do the FTC disclosure rules actually require?
That you disclose a material connection to the brand, and that the disclosure is clear and conspicuous - unavoidable, in the same medium as the claim, and in words an ordinary reader understands.
Do the FTC rules apply outside the United States?
They apply to advertising that reaches US consumers. Most other regulators require something very similar, and the FTC's standard is the strictest widely published one.
Is #ad acceptable to the FTC?
Yes as a label. Its acceptability depends on placement - a label nobody sees is not clear and conspicuous however it is worded.
Does the brand share responsibility for a missing disclosure?
Yes. Advertisers are responsible for how their endorsers disclose, which is why an agency asking you to leave the label off is asking you to carry a shared risk.
Write the label for your arrangement with the disclosure generator, then check the finished caption with the placement checker.
Put it to work
Tools for the job you just read about
Free to run, most of them without an account.
FreeContent
Disclosure Placement Checker
You wrote #ad. This says whether anybody will see it.
Check →2 runs
FreeContent
Sponsorship Disclosure Generator
The right wording, and — the part that actually gets people in trouble — the right placement.
Generate →1 runs
FreeContent
Jargon & Acronym Detector
The words that make sense to you and not to whoever just arrived.
Detect →
FreeContent
Sentence Rhythm Analyzer
Why a draft with nothing wrong with it still reads flat.
Analyze →
FreeContent
Crutch Phrase Finder
The phrases you use every time, which you are the last to notice.
Find →1 runs
FreeContent
Weighted Character Counter
Why your editor says 240 and the post box says 287.
Count →1 runs
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