FTC disclosure rules for sponsored content

If you're paid (or gifted) by a brand and post about it, the FTC requires you to disclose. Getting this wrong can mean fines for you and the brand.

What counts as 'paid'

• Cash, free product, free services, discounts, trips, family/friend connection to the brand. All of it.

What disclosure must look like

• Clear and conspicuous. Not buried in hashtags. Not in a story 9 frames in.
• Plain English. #ad and Paid partnership with [brand] are clear. #sp, #partner, #thanksbrand are not.
• At the start. Top of caption, top of bio, first frame of video.

Platform-native tools

• Instagram Paid partnership label.
• TikTok Branded content toggle.
• YouTube Includes paid promotion flag. Use these AND the in-content disclosure — neither alone is enough.

Common violations

• Disclosing only in hashtags at the bottom.
• Disclosing in a tappable card that disappears.
• Disclosing in stories without keeping it on every frame.
• Forgetting to disclose for gifted product.

Rules are similar but not identical in the EU (DSA), UK (CAP), and Canada (Competition Bureau). When in doubt, over-disclose.