The FTC issued $50,000+ fines to influencers in 2025 for failing to disclose paid partnerships. Amazon terminated thousands of Associates accounts for missing or buried disclosures. TikTok Shop's 2026 policy update made verbal disclosure in video mandatory — not just a caption hashtag.
The rules are real. The compliance language is specific to each platform and relationship type. Getting it wrong isn't a technicality — it's an account suspension or enforcement action waiting to happen.
What the FTC actually requires
The FTC's "clear and conspicuous" standard means disclosures must be placed where viewers will see them before making a purchase decision. This rules out:
- Disclosures at the end of a video
- #ad buried in a wall of hashtags after the "more" cut-off
- Disclosures in the video description if you don't tell viewers to look there
- Tiny text overlays that appear for less than 3 seconds
Platform-by-platform requirements
TikTok / TikTok Shop
TikTok requires both a verbal disclosure in the video AND a caption disclosure. Verbal: state it in the first 3 seconds. Caption: use #ad or #sponsored. TikTok's 2026 AIGC rule adds a separate requirement: if AI generated your script or visuals, you must also add the AIGC label.
Amazon Associates
Amazon requires the specific phrase: "As an Amazon Associate I earn from qualifying purchases." This must appear on every page or video where Amazon links appear. For video content, it must be stated verbally within the first 30 seconds. No paraphrasing — Amazon's Operating Agreement requires this exact language.
YouTube
YouTube requires a verbal disclosure within the first 30 seconds AND you must tick the "paid promotion" checkbox in YouTube Studio before publishing. The checkbox alone isn't sufficient — it adds a label YouTube controls, but the FTC still requires your own verbal disclosure. Both are needed.
Instagram's "Paid Partnership" label satisfies Instagram's policy but does NOT satisfy FTC requirements on its own. You still need #ad or "Paid partnership with [Brand]" in the first line of the caption — before the "more" cut-off. Instagram changed their policy in 2025 to clarify this.
Relationship types that need disclosure
- Affiliate link: You earn commission on sales — disclose it even if the brand didn't ask you to
- Paid partnership: Brand paid you cash to create content
- Gifted product: Brand sent free product — no cash payment, still requires disclosure
- Sponsored content: Full sponsorship deal with deliverables
- Brand ambassador: Ongoing paid relationship — every post needs disclosure, not just dedicated sponsor posts
Use the free generator
Rather than memorizing the exact required language for each combination, use our free FTC Disclosure Generator. Select your platform and relationship type — get the verbal disclosure, caption text, required hashtags, and placement guidance instantly. No account required.
Free FTC Disclosure Generator
TikTok · Amazon · YouTube · Instagram — all relationship types covered
Generate my disclosureThis post covers FTC disclosure requirements as of September 2026. Platform policies change — always verify against the latest FTC guidance and each platform's current terms.