FTC disclosure for creators
If a brand gives you anything, product or payment, in exchange for a post, US rules say you have to tell your audience. The Federal Trade Commission (FTC) requires clear disclosure of these relationships, and it applies to small creators too, not just big ones. The good news is that disclosure is simple once you know the basics, and doing it well actually builds trust with your audience. Here is what you need to know.
When you have to disclose
The rule is broad on purpose. You disclose any time you have a material connection to a brand, which includes:
- Gifted product, even if the brand never asked you to post.
- Paid partnerships, sponsorships, and ambassador deals.
- Affiliate links or discount codes you earn from.
- Free trips, services, or anything else of value.
A simple test: if your audience would want to know that a brand gave you something, disclose it. When in doubt, disclose.
How to disclose the right way
The FTC cares that disclosure is clear and hard to miss. That means plain language, placed where people will actually see it, not buried in a wall of hashtags. Use simple words like ad, sponsored, or gifted. Put it early in the caption, not after a more cut-off, and say it out loud or on-screen in a video. On TikTok, using the platform's branded content toggle is good, but add your own clear label too, because the built-in one alone is often not considered enough.
Wording that works
You do not need legal language. Short and clear beats clever:
- "#ad" or "#sponsored" at the start of the caption.
- "Thanks [brand] for gifting me this" for a gifted item.
- A spoken "this video is sponsored by [brand]" in the first few seconds.
Avoid vague tags like #sp, #collab, or #ambassador on their own. The FTC has said these are not clear enough for most audiences.
Why disclosure helps you
Beyond staying compliant, clear disclosure builds trust, and trust is what makes a small creator valuable. Audiences already assume creators do brand deals; being upfront makes your recommendations feel more honest, not less. Brands notice too. On Collaboom, proper disclosure is part of every campaign, so getting into the habit early makes you the kind of reliable creator brands want to work with again.
A quick note
This is general information, not legal advice. The FTC updates its endorsement guides over time, so check the current version on the FTC website for the details that apply to your situation.
Frequently asked questions
Do you have to disclose gifted products?
Yes. Even if the brand did not ask for a post, an unpaid gift is a material connection, so a post about it needs a clear gifted disclosure.
Is the TikTok branded content toggle enough?
It helps, but the FTC generally expects a clear disclosure in your own words too, such as #ad or a spoken line, not just the platform label.
What happens if you do not disclose?
You risk warnings or penalties, and you can lose audience trust. Disclosure is simple and low-effort, so there is little reason to skip it.
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