FTC disclosure checklist for sponsored posts
Short version: If you were paid, gifted or otherwise rewarded, say so clearly, in the post itself, in plain words like “Ad” or “Paid partnership”, where people will see it without clicking or scrolling.
The US Federal Trade Commission requires people who endorse products to disclose any material connection to the brand. That applies to creators and to the brands that hire them. The rules are set out in the FTC's Endorsement Guides (16 CFR Part 255), which were updated in 2023, and in the agency's plain-language disclosure guidance for influencers. Use this checklist before every sponsored post goes live.
What counts as a material connection?
Anything that might affect how much weight an audience gives to your endorsement. That includes:
- Payment, commissions or affiliate links
- Free or discounted products, trips or experiences
- Employment, family or business relationships with the brand
- Equity, ambassador roles or a promise of future work
Receiving a free product with no strings attached can still count. When in doubt, disclose.
The disclosure checklist
- Clear and conspicuous. The disclosure is hard to miss, not hidden among hashtags or tucked behind a “more” link.
- In the post itself. Do not rely on the bio, a pinned comment or a separate page.
- Plain words. Use “Ad”, “Advertisement”, “Sponsored” or “Paid partnership with [Brand]”. Vague or insider terms such as #sp, #collab or “thanks to [Brand]” can leave audiences unsure.
- Early placement. Put it at the start of the caption or the first line people see, not after a long block of text.
- Every format. For video, disclose in the video itself, spoken and on screen, not only in the description. For livestreams, repeat the disclosure periodically for viewers who join late. For audio, say it out loud.
- Each post and each platform. Disclose in every sponsored post, story, reel and cross-post. Do not assume one disclosure covers the campaign.
- Platform tools used correctly. A built-in “paid partnership” label helps, but the FTC says it may not be enough on its own, so consider adding a plain-text disclosure as well.
- Honest claims. Say only what you genuinely believe and can substantiate, and only if you actually used the product. A disclosure does not excuse a false or unsupported claim.
- Language and visibility. The disclosure uses language your audience understands and is readable on mobile, against any background.
Common mistakes
Burying the hashtag
A #ad at the end of fifteen other hashtags is easy to miss and is a classic enforcement example.
Assuming the brand handles compliance
Both the creator and the advertiser can be responsible. Brands should give creators clear disclosure instructions, monitor posts and act when something is wrong. Creators should not assume a brief covers them.
Skipping disclosure for gifted products
Unpaid gifts and trips are still material connections.
Putting the disclosure only in stories that vanish
Disclose on the content itself and keep a record. Screenshots of live disclosures help if a dispute ever arises.
Outside the US
Other regulators have similar expectations. In the UK, the Advertising Standards Authority and the CMA expect clear labels such as “Ad” on paid content. If you work across markets, follow the strictest rule that applies to your audience.
Build disclosure into the contract
A good sponsorship contract states who is responsible for disclosure, what wording is required, how long posts must stay live and what happens if a post is found to be non-compliant. Our guide to contract red flags covers how one-sided compliance clauses cause trouble.
How Kitscore treats disclosure
Paid-partnership disclosure is one of the signals behind the brand-safety component of a Kitscore Trust Score, so creators who disclose consistently build a stronger, more credible record. See the methodology.
Build a record sponsors can trust. Creators can create a free Kitscore profile and verified media kit that shows their disclosure and delivery history.
Frequently asked questions
Is #ad enough for an FTC disclosure?
It can be, if it is placed where people will see it without effort, such as near the start of the caption, and is not buried among other hashtags. For video, it should also appear in the video itself.
Do I have to disclose free products?
Yes, if receiving the product might affect how your audience views your opinion. The FTC treats free products as a material connection even when no payment is involved.
Who is responsible, the creator or the brand?
Both can be. Creators are responsible for their own posts, and brands are expected to guide, monitor and correct the creators they work with.
Is this legal advice?
No. It is general information. Check the current FTC guidance and consult a lawyer for specific situations.
Keep reading
This guide is general information about creator sponsorships, not legal advice. For anything with real money or legal exposure, check with a qualified professional in your jurisdiction.