How to disclose a sponsored post

If a brand pays you, sends you free product, or gives you any kind of perk to post about them, your audience has a right to know. In the United States, the FTC expects that connection to be disclosed clearly. Here is the short version.

Make it obvious

A disclosure should be hard to miss. Put it where people will see it without clicking 'more' or reading a wall of hashtags. Simple words like 'ad', 'sponsored', or 'paid partnership with [brand]' work best.

Use the platform tools, and then some

TikTok and Instagram both have built-in paid partnership labels. Turn them on for every sponsored post. The FTC has said platform labels alone may not always be enough, so it is smart to also say or show the disclosure in the content itself.

On video, say it and show it

• Mention the partnership out loud, early in the video.
• Add an on-screen text label that stays up long enough to read.
• Repeat it in the caption.

Only say what is true

Talk about your honest experience with the product. Do not claim results you have not seen, and do not make health or money claims the brand cannot back up.

This is general guidance, not legal advice. For specifics, the FTC's own guide for influencers is the best place to start.