Affiliate and sponsorship disclosure

What it is

Disclosure means telling your audience about a material connection to a brand, such as commissions, free products, payment or employment. In the U.S., the FTC’s Endorsement Guides (16 CFR Part 255) and its staff FAQ explain how. This page covers U.S. FTC guidance only. Other countries have their own rules.

How it works

1. Identify every material connection: commissions, free products, payments, employment, family.
2. Disclose it in plain words near the recommendation, in the same format as the endorsement (spoken in a video, written in text).
3. Repeat it in each post or page. Don’t rely on a profile page, footer or homepage notice.

The Guides define “clear and conspicuous” as difficult to miss and easily understandable by ordinary consumers. One of their examples finds that a disclosure placed only on an influencer’s profile page isn’t clear and conspicuous.

Benefits

• Readers can weigh recommendations fairly.
• It protects trust in your brand and your partners.
• The FTC gives simple wording, such as “I get commissions for purchases made through links in this post.”

Limits and risks

• The FTC’s FAQ says “affiliate link” alone may not be understood, and a “buy now” button isn’t adequate. “Paid link” right next to the link should be adequate.
• A single disclosure on a homepage isn’t sufficient for individual reviews or videos, per the FTC FAQ.
• Relying only on a platform’s built-in disclosure tool may not be enough if the label is easy to miss.
• This page explains concepts. It isn’t legal advice. If you’re unsure about a specific arrangement, ask a lawyer.