FTC Disclosure Template
How it works
FTC disclosure templates provide required notice language for sponsored content, paid partnerships, material connections, and endorsements. The FTC Disclosure Template generates compliant disclosure language for multiple content types and platforms.
**What triggers FTC disclosure requirements** Any "material connection" between an endorser and the advertiser must be disclosed. This includes: payment for a review or mention; free products in exchange for coverage; discount codes; affiliate commissions; being an employee or relative of the brand owner; investment in the company. The standard is whether a consumer would find the connection relevant to evaluating the endorsement.
**Standard disclosure formulations** "This post contains affiliate links. If you purchase through these links, I may receive a commission at no extra cost to you." / "I received [product] for free in exchange for an honest review." / "This post is sponsored by [Brand]. All opinions are my own." / "Paid partnership with [Brand]." / "[This video / post / podcast] is brought to you by [Brand]."
**Instagram-specific rules** Instagram's paid partnership feature with brand disclosure tag satisfies platform requirements but the FTC requires the tag to be clearly visible. "#sp", "#spon", "#collab" are insufficient โ "Ad" or "Sponsored" must be in a language the audience understands.
**YouTube-specific rules** In addition to verbal or on-screen disclosure, YouTube requires using the "paid promotion" disclosure toggle in upload settings for any paid endorsements โ this adds an automatic disclosure banner on the video.
**Healthcare and financial content** For testimonials about health products, weight loss, financial returns, or similar regulated topics: additional FTC-specific rules apply regarding typical results disclosure. Consult FTC guidance for your specific niche.
This tool generates template language. Review FTC.gov for current guidance.
Frequently Asked Questions
- Any 'material connection' that might affect a reader's assessment of an endorsement: paid advertising, affiliate commissions, free products received for review, employment by the brand, family/personal relationship with brand owner, equity interest in the company, or any other benefit received. If you received anything of value in connection with a recommendation, disclose it. When in doubt, disclose โ over-disclosure is never penalized; under-disclosure creates legal exposure.
- Yes. If you receive free products, compensation, or any benefit for a social media post, disclosure is required even if the post appears to be organic. This includes Instagram Stories, TikTok videos, tweets, and YouTube Shorts. 'Gifted,' 'ad,' 'paid partnership,' and 'sponsored' are all acceptable labels. The key test: would a reader's assessment of the recommendation change if they knew you received something? If yes, disclose.
- The FTC can issue warning letters (common for first violations), require corrective disclosures, impose consent orders prohibiting future violations, and seek civil penalties for violating consent orders (up to $50,120 per violation per day). In practice, the FTC has focused enforcement on large brands and influencers with large followings. However, individual bloggers and content creators have received warning letters. State AGs can also bring enforcement under state deceptive practices laws.
- Use plain language, not legalese. Good examples: 'This post contains affiliate links. If you buy through my links, I earn a commission at no extra cost to you.' 'I received this product for free in exchange for an honest review.' 'This is a sponsored post โ [Brand] paid me to write this.' Avoid: 'This post may contain affiliate links' (implies uncertainty when there are links), 'in partnership with' (vague), 'thank you to [Brand]' (doesn't explain the relationship). Be specific about the nature of the relationship.