How to Disclose Sponsored Content (FTC & ASCI Rules)
5 min read
If a brand gives you money or free product in exchange for content, you generally need to disclose it. Clear disclosure protects you and the brand, builds trust with your audience, and is required by advertising rules in many countries. Here are the basics in plain English.
When you need to disclose
Disclose any time there's a "material connection" between you and the brand — paid posts, gifted products, affiliate links, free trips, or an ongoing ambassadorship. If you got it because of your platform, assume you should disclose it.
How to disclose clearly
- Make it obvious and upfront — not buried at the end or hidden in a wall of hashtags.
- Use clear words like "#ad", "#sponsored", or "paid partnership". Vague tags like "#sp" or "#collab" are often considered not clear enough.
- Use the platform's built-in tool (e.g. "Paid partnership" label) in addition to saying it in your caption or video.
- Say it in video too — a spoken mention, not just on-screen text someone might miss.
FTC, ASCI and other regulators
In the US the FTC sets disclosure rules; in India the ASCI guidelines apply; the UK, EU, and others have their own. The common thread everywhere is the same: disclosures must be clear, upfront, and hard to miss.
This is general information, not legal advice. Rules change and vary by country — check the current guidelines from the regulator that applies to you, or a qualified professional, before relying on this for a specific campaign.
Frequently asked questions
Do I need to disclose gifted products?
Generally yes. If you received a product for free because of your platform and you post about it, that's a material connection that should be disclosed — even if you weren't paid cash.
What hashtag should I use to disclose a paid post?
Clear terms like #ad, #sponsored, or "paid partnership" placed where they're easy to see. Avoid vague tags like #sp or #collab, which regulators often consider unclear, and don't bury the disclosure among other hashtags.
Is it enough to use the platform's 'paid partnership' label?
Use it, but don't rely on it alone. Best practice is to use the platform's label and also state the partnership clearly in your caption, and to say it out loud in video content.
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