Disclosure & FTC must-haves

Sponsored content has to be disclosed. This protects you as much as the creator — undisclosed ads can mean regulator trouble and lost audience trust.

A missing disclosure can void the value of the campaign and expose the brand; it's the one rule with legal teeth.

• Clear and obvious — a visible #ad or #sponsored, not buried in hashtags.
• On the content itself — in the caption or spoken in the video.
• Gifting counts — free product is a material connection.
• Make it the creator's contractual obligation.

Rules vary by market — the FTC in the US, the ASA/CMA in the UK, and equivalents elsewhere. Check the requirements for your audience's market. (General guidance, not legal advice.)

• Disclosure required in the agreement
• Disclosure visible on the post itself
• Rules checked for your market

• Hiding the disclosure in a hashtag block.
• Assuming gifted posts don't need disclosure.

With the deal signed and compliant, the next phase gets great content live.