FTC Disclosure Rules for Creators: 2024 Guide

Here's what you need to know about FTC disclosure rules for content creators in 2024:

What: Guidelines requiring creators to disclose connections to brands when promoting products
Why: To maintain honesty in advertising and protect consumers
Key changes: Focus on making disclosures more obvious across all platforms

Main requirements:

Aspect	Rule
Clarity	Use simple, easy-to-understand language
Visibility	Place disclosures where they're easily noticed
Video content	Include both spoken and written disclosures
Text posts	Ensure disclosures are fully visible

Content needing disclosure:

Sponsored posts and partnerships
Affiliate links
Free products and gifts
Contests and giveaways

Risks of non-compliance:

Fines up to $50,120 per violation
Damage to reputation
Loss of brand partnerships

Stay informed by checking FTC resources regularly and joining creator groups for updates.

FTC Disclosure Requirements Explained

FTC disclosure rules help content creators be open with their audience. These rules make sure creators tell viewers about their connections to brands.

What Counts as Disclosure

A disclosure tells viewers about a creator's link to a brand. This includes:

Money received
Free products
Any other benefits

The FTC says disclosures must be clear and easy to see. For example, saying "ad" or "sponsored" at the start of a post or video works well.

Disclosures should be right in the content. Viewers shouldn't have to click away to find them.

Why Rules Exist

These rules protect viewers from hidden ads. They make sure creators are honest about brand deals. This helps keep trust between creators and viewers.

Without these rules, viewers might think a creator likes a product on their own, not because they're paid. This can hurt trust in creators and brands.

Main Rules to Follow

Here are the key things creators need to do:

Rule	What to Do
Be Clear	Use simple words that show it's an ad
Be Visible	Put disclosures where they're easy to see
Be Consistent	Use disclosures on all platforms

For videos:

Say it out loud
Show it on screen

For written posts:

Put disclosures at the start
Make sure they stand out

Content Types Needing Disclosure

Knowing when to disclose is key for following FTC rules. Here's a breakdown of content that needs clear disclosure:

What to Do	Example
Use clear words	"Sponsored by [Brand Name]"
Put it at the start	"Paid partnership with [Brand Name]"

Affiliate Links

If you use links that earn you money when people buy through them, you need to say so. Here's how:

What to Say	Where to Put It
"This post has affiliate links"	Near the links
"I earn money from purchases made through these links"	At the start of your content

Free Products and Gifts

When you get free stuff to review or mention, tell your audience. Use simple phrases like:

"Gifted by [Brand Name]"
"Received for review"

This shows you're being open about how you got the product.

Contests and Giveaways

For contests or giveaways involving brands, be clear about who's behind it. Say something like:

"This giveaway is sponsored by [Brand Name]"

This lets people know it's a promotion and what they might get.

Key Parts of Good Disclosure

To follow FTC rules and keep your audience's trust, you need to make good disclosures. Here's what to include:

Where to Put Disclosures

Put your disclosures where people can easily see them:

At the start of your content
On social media, put them at the top of your post
In videos, say it at the beginning and repeat it

Don't hide disclosures. Make sure people see them without having to look for them.

Clear Wording

Use simple words that everyone can understand:

Good Examples	Bad Examples
"Sponsored by [Brand Name]"	"I got this product"
"Paid partnership"	"Thanks to [Brand]"
"Ad"	"Collab"

Make it clear that your content is an ad or sponsored.

Platform-Specific Rules

Each social media platform has its own rules:

Platform	What to Do
Instagram	Use "paid partnership" tool or #ad at the start
YouTube	Say it, write it in the description, mark as promo
TikTok	Say it in the video and write it in the description

Learn and follow the rules for each platform you use.

Disclosures in Long Content

For long posts or videos:

Say it at the start
Repeat it during the content
Make sure people who don't watch the whole thing still know it's an ad

This helps everyone understand that your content is sponsored, no matter how much they see.

Disclosure Rules by Platform

Each platform has its own way of showing sponsored content. Here's how to do it right on different platforms:

For Instagram, Twitter, and TikTok, make your disclosures easy to see:

Platform	How to Disclose
Instagram	Use "Paid Partnership" tool or #ad at the start
Twitter	Put #ad or #sponsored at the beginning
TikTok	Say it in the video and write it in the caption

Make sure people can see the disclosure without scrolling.

Blog and Website Disclosures

When writing on blogs or websites:

Put disclosures at the start of your post
Use clear words like "Sponsored by [Brand Name]"
Make the disclosure text easy to read

Podcast Disclosures

For podcasts, say it out loud:

Start with "This episode is sponsored by [Brand Name]"
Say it again when talking about the product
Write it in your show notes too

Live Stream Disclosures

When streaming live:

What to Do	How to Do It
Say it	Tell viewers about sponsors at the start and during the stream
Show it	Put text on the screen about sponsors
Talk about it	Let viewers ask questions about sponsored products

Common Disclosure Errors

Unclear Language

Many creators use words that don't clearly show when content is sponsored. This can confuse viewers. Here's what to avoid and what to use instead:

Avoid	Use Instead
"Collab"	"Sponsored by [Brand Name]"
"Partnership"	"Paid advertisement"
Industry jargon	Simple, clear phrases

Always use words that everyone can understand to show when you're paid to talk about a product.

Hard-to-Find Disclosures

Hiding disclosures or putting them where they're hard to see goes against FTC rules. Here's how to make them easy to spot:

Put them at the start of your content
For videos, say it out loud and show it on screen
On social media, put it at the top of your post

Don't make people search for your disclosure. It should be one of the first things they see or hear.

Inconsistent Practices

Using different ways to disclose across platforms can mix up your followers. For example:

Platform	What Not to Do	What to Do
Instagram	Only use #ad	Use #ad and say it clearly in the caption
YouTube	Only put it in the description	Say it in the video and put it in the description

Use the same clear way to disclose on all platforms. This helps keep your message clear and builds trust.

Over-Relying on Platform Tools

While platforms like Instagram have tools to mark sponsored posts, these aren't always enough. The FTC wants disclosures to be clear without needing extra info. Here's what to do:

Use the platform's tools (like "Paid Partnership" labels)
Also add your own clear statement
Make sure it's easy to see and understand

For example, on Instagram, use the "Paid Partnership" label and write "This post is sponsored by [Brand Name]" in your caption.

Tips for Good Disclosure

Blending Disclosures In

Make your disclosures fit naturally in your content. Here's how:

Say it as part of your normal talk
Keep it simple and clear
Use your own words

For example, instead of "This is a sponsored post," try "I'm sharing my thoughts on [Product], thanks to [Brand] for sponsoring this."

Spoken and Written Disclosures

Use both talking and writing to show your links to brands:

Type	What to Do	Example
Video	Say it out loud	"This video is sponsored by [Brand]"
Text	Write it down	Put "[Brand] sponsored this post" in your description
Both	Do both for all videos	Say it and write it every time

This makes sure everyone knows about your brand connections.

Staying True to Your Style

Keep your own way of talking when you tell people about sponsors:

Use words you normally use
Keep it simple
Make sure it's clear

Instead of fancy words, just say something like "I teamed up with [Brand] for this review."

Regular Checks

Look at how you're telling people about sponsors often:

Check your posts regularly
Make sure you're following the latest rules
Use the same way to tell people on all platforms

Set reminders to check your posts. This keeps you safe and helps your followers trust you.

Legal Risks of Not Following Rules

Fines and Penalties

Not following FTC disclosure rules can cost creators a lot of money. Here's what you need to know:

Penalty	Amount
Fine per violation	Up to $50,120
Who can fine you	The FTC
What can be fined	Each post without proper disclosure

The FTC can also stop you from making sponsored content if you break the rules too often.

Damage to Reputation

Breaking FTC rules can hurt your image as a creator:

Followers might stop trusting you
You could lose followers
Brands might not want to work with you

Once trust is lost, it's hard to get back.

Real-Life Examples

The FTC has taken action against creators who didn't follow the rules:

What Happened	Why It's Important
Creators got warning letters	Shows the FTC is watching
Using "thanks to [brand]" wasn't enough	Clear words like "sponsored by [brand]" are needed
Some creators faced penalties	Proves there are real consequences

These cases show why it's important to follow the rules. It keeps you safe from fines and helps you keep your good name.

Keeping Up with FTC Rules

Staying up-to-date with FTC rules helps creators follow the law and keep their audience's trust. Here's how to stay informed:

Learning Resources

Use these tools to learn about FTC rules:

Resource	What It Offers
FTC website	Full guides for creators
FTC social media	Quick updates on new rules
Online courses	In-depth learning about disclosures

Industry Groups

Join groups for creators to get help with FTC rules:

Get access to special info
Learn how others follow the rules
Meet other creators

Regular Rule Checks

Look at your content often to make sure it follows FTC rules:

Check your posts and videos
Make sure all your disclosures are clear
Fix anything that doesn't follow the rules

Set a schedule to do this, like every three months. This helps you stay on track with the rules.

Wrap-Up

Main Points Recap

This guide covered key FTC disclosure rules for content creators:

Rule	Explanation
Disclose relationships	Tell viewers about any money, jobs, personal, or family ties to brands
Be clear	Use easy-to-understand words across all platforms
Be visible	Put disclosures where people can easily see them
Follow the rules	Not doing so can lead to big fines and hurt your image

Following Rules While Being You

You can follow FTC rules and still be yourself:

Use simple words to tell people about sponsors
Fit disclosures into your content naturally
Be honest about what you think of products

What's Next for Disclosure Rules

FTC rules might change as online content keeps growing:

Keep an eye out for new rules
Join groups for creators to learn about updates
Use FTC resources to stay informed

By staying up-to-date, you can:

Keep your content within the rules
Build trust with your viewers
Work well with brands

FAQs

What are the FTC's requirements on influencers?

The FTC requires influencers to:

Requirement	Details
Disclose connections	Tell viewers about money, jobs, or personal ties to brands
Be clear	Use simple words everyone can understand
Be open	Put disclosures where people can easily see them

What are the new FTC guidelines?

The FTC's updated rules focus on:

Guideline	Explanation
Honest opinions	Influencers must share what they really think
No false claims	Can't say things about products that brands can't legally say
Clear information	Make sure viewers know when something is an ad

What are the disclosures of influencers?

Influencers need to tell viewers about:

Type of Content	What to Disclose
Paid posts	Say it's a paid partnership
Sponsored content	Mention it's sponsored
Free products	Tell viewers the product was a gift

They should always share their real thoughts and experiences with the products.