The short version
- If a brand paid you, gifted you a product or gave you an affiliate link, you need to disclose it.
- Put the disclosure where people will see it: in the video and at the start of the caption, not buried in hashtags.
- Use the platforms' built-in labels ("Paid partnership", branded content toggles) as well as clear words like "ad" or "sponsored".
- The rules come from your audience's country: the FTC in the US, the ASA and CMA in the UK and Ad Standards in Canada.
Disclosing brand deals protects you, your audience and the brands you work with. It's also the law in most countries. Here's how to disclose sponsored posts, gifted products and affiliate links in plain English, with the official guides linked so you can check the details.
When do you need to disclose?
Disclose whenever there's a connection between you and a brand that your audience wouldn't expect. That includes:
- Paid posts, including UGC videos you also post on your own account.
- Free products, even if the brand didn't ask you to post.
- Affiliate links and discount codes that earn you money.
- Family or business ties to the brand.
How to disclose clearly
- Say it in the video, not just the caption. Many people watch with the caption collapsed.
- Put it first. "Ad" or "Sponsored" at the start of the caption beats a hashtag at the end.
- Use plain words. "Ad", "Sponsored", "Paid partnership with…" or "I got this for free from…" are clear. Vague tags like "#sp" or "#collab" aren't.
- Turn on the platform's label (Instagram's paid partnership label, TikTok's content disclosure setting, YouTube's paid promotion checkbox) in addition to your own words.
The official guides
The FTC's guide covers US rules for brand deals, free products and affiliate links in plain English.
The UK's Advertising Standards Authority published a fourth edition of its influencer guide in October 2026, with the Competition and Markets Authority. It covers labelling ads and affiliate links for UK audiences.
In Canada, Ad Standards publishes influencer marketing disclosure guidelines, and the Competition Bureau enforces the rules on misleading advertising. The principles are the same: clear, upfront and in the content itself.
Affiliate links need disclosure too
A simple line like "I earn a commission if you buy through my link" near the link is enough to be clear. If you're starting with affiliate programs, see the affiliate section of our creator perks directory.
Frequently asked questions
Do I have to disclose gifted products?
Yes. If a brand gave you a product for free, disclose it, even if they didn't ask you to post. Your audience should know about any connection they wouldn't expect.
Is #ad enough to disclose a sponsored post?
Clear words like 'ad' or 'sponsored' work when they're easy to see, ideally at the start of the caption and in the video itself. Vague tags like '#sp' or '#collab' aren't clear enough.
Do affiliate links need a disclosure?
Yes. A simple note near the link, such as 'I earn a commission if you buy through my link', makes the relationship clear.
How we research: we check every offer against the brand's or program's own website before publishing and when we update a guide. Programs change, so always confirm the details at the source before you sign up. Read our editorial standards, or tell us about a correction. Some links may be affiliate links; see our disclosure.