What is FTC disclosure?
FTC disclosure is the legal requirement in the United States that creators clearly and conspicuously disclose any material connection to a brand, including payment, gifting, or free products, when publishing content about that brand.
The Federal Trade Commission's Endorsement Guides require that disclosures be hard to miss. They must appear before the content (not buried below fold), be visible on screen long enough to read in video, and use clear language like Ad, Sponsored, or Paid partnership rather than ambiguous tags like collab.
The disclosure obligation applies to the creator AND the brand. If a brand instructs a creator not to disclose or ignores non-disclosure, the brand can also be held liable. Both parties share responsibility for compliance.
Non-compliance carries real risk: FTC warning letters, fines, and reputational damage. Most reputable influencer marketing platforms and contracts explicitly require proper FTC disclosure as a deliverable condition.