In this Article:
Any time there is a financial, employment, personal, or family relationship between a creator and a brand, disclosure is required on sponsored content. This applies regardless of whether compensation is cash, free products, discounts, or gifted experiences.
- Financial relationship: Disclosures are required whenever a creator receives anything of value to mention a product — including free or discounted items
- Employment relationship: Employees promoting their employer's products must disclose that relationship, even if unprompted
- Personal or family relationship: Compensation of any kind — including gifts — requires disclosure
The disclosure must be clear, conspicuous, and placed where viewers will see it before engaging with the content. The language of a disclosure should match the language of the post.
Platform Requirements
Each platform has specific placement and format requirements. The general principle applies everywhere: disclose early, disclose clearly, and don't rely on built-in branded content tools alone — manual disclosure is still required.
Do:
- For static in-feed posts: include #ad, #sponsored, or #paid plus the brand name in the first three lines of the caption (above the "see more" cutoff)
- For Stories: superimpose #ad, #sponsored, or #paid with the brand name on the first slide. Sequential Stories only require disclosure at the start
- For videos (feed, Stories, or Reels): superimpose disclosure within the first 30 seconds and verbally disclose within the first 30 seconds. Superimposed text must remain on screen for at least 10 seconds
- Use the built-in Branded Content Manager where available, but still add manual disclosure
Don't:
- Use ambiguous language like #sp, #collab, #partner, or simply thank the company
- Hide the disclosure below other hashtags at the bottom of the caption
- Hide disclosure text in Stories using the same color as the background
- Rely on built-in branded content tools as the only form of disclosure
Do:
- For in-feed posts: include clear disclosure language in the first three lines of the caption above the "see more" button
- For Facebook Stories: superimpose #ad, #sponsored, or #paid with the brand name on the first slide
- For feed videos: superimpose disclosure within the first 30 seconds; disclose verbally within the first 30 seconds. Superimposed text must remain on screen for at least 10 seconds
- Use the built-in Branded Content Manager where available, but still add manual disclosure
Don't:
- Use vague language like #sp, #collab, or simply tag the brand without explaining the relationship
- Hide the disclosure at the bottom of the caption
- Rely on built-in branded content tools alone
YouTube
Do:
- Include disclosure in three places: superimposed on screen, verbally in the video, and written in the description
- Verbally disclose within the first 15–30 seconds
- Superimpose disclosure within the first 15–30 seconds; keep it on screen for at least 10 seconds
- Include the written disclosure in the first two lines of the video description (within the first 125 characters, above the "show more" cutoff)
- Use the built-in paid promotions tool where applicable, but still include all three manual disclosures
Don't:
- Use vague language like #spon, #partner, or "Thanks to…"
- Hide the written disclosure at the bottom of the description
- Make the superimposed text brief or the same color as the background
- Rely on built-in paid promotion tools as the sole form of disclosure
TikTok
Do:
- Include #ad, #sponsored, or #paid plus the brand name in the first three lines of the video caption
- Verbally disclose within the first 30 seconds and superimpose text disclosure for at least 10 seconds
- Use TikTok's built-in branded content disclosure toggle, but still add manual disclosure
Don't:
- Use vague language like #sp, #collab, #partner, or branded hashtags alone
- Hide the disclosure at the bottom of the caption
- Simply tag the brand without explaining the nature of the relationship
- Rely on built-in branded content tools alone
Do:
- Place disclosure in the first three lines of the description, above the "see more" button
- Use clear language: "sponsored," "ad," or "paid," plus the brand name
Don't:
- Use vague language like #sp, #collab, #affiliate, or branded hashtags
- Hide the disclosure at the bottom of the description
- Apply disclosure only to organic Pins — Pins of all types require disclosure, including Rich Pins
Twitter/X
Do:
- Include #ad, #sponsored, or #paid plus the brand name within the post text itself
- Place disclosure at the beginning of the post, not the end
Don't:
- Use vague language like #spon, #collab, or simply tag the brand
- Rely on a reply or a follow-up tweet to carry the disclosure
Snapchat
Do:
- Superimpose #ad, #sponsored, or #paid with the brand name on the first Snap in a series
- For video Snaps, also verbally disclose within the first 15–30 seconds
Don't:
- Use vague language or simply tag the brand
- Only disclose in the caption without visual or verbal disclosure on video content
Twitch
Do:
- Superimpose a written disclosure or tag overlaying the live stream at the beginning and at regular intervals throughout
- If using hashtags, disclose with #ad, #sponsored, or #paid plus the brand name
- Include multiple verbal disclosures — at the start and periodically throughout the stream
- Superimpose disclosure within the first 15–30 seconds; keep it on screen for at least 10 seconds
Don't:
- Only disclose once at the beginning without repeating during the stream
- Only disclose verbally without a visual overlay
- Use small or color-matched text for written disclosures
Ratings and Reviews
Do:
- Include a clear disclosure of the material connection (free product, discount, affiliate relationship) at the start of the review
- Describe how you received the product — not just that you received it
- Disclose any affiliation that could reasonably influence the review
Don't:
- Omit disclosure if the product was received for free, at a discount, or as an affiliate gift
- Bury the disclosure at the end of the review
- Use vague language that doesn't explain the nature of the relationship