Last updated: October 2026
Landing your first brand deal is exciting. Getting a warning letter or having a video pulled because you forgot to disclose it is not. Whether you were paid, got free products, or earn affiliate commission, the rules expect your audience to know about it clearly. This guide explains how to disclose sponsored content on TikTok, Instagram and YouTube in 2026: what counts as sponsored, the exact platform settings to turn on, and the wording that keeps you on the right side of the rules.
Note: this is general guidance for creators, not legal advice. Rules differ by country, so check the official regulator for where you and your audience are.
When do you have to disclose?
In the US, the FTC’s Endorsement Guides (last revised in 2023) say you must disclose any material connection with a brand, meaning anything that could affect how much weight viewers give your recommendation. Other regulators, such as the UK’s ASA and CMA, follow similar principles.
You generally need to disclose when you:
- Are paid to post, mention or show a product
- Receive free products, even if the brand didn’t ask you to post
- Earn affiliate commission or use a discount code that pays you
- Get free trips, event access, or early access in return for content
- Have a personal or business relationship with the brand (you work there, a family member owns it, you are an investor)
“I’d have posted it anyway” or “I only say honest things” does not remove the need to disclose. The point is that viewers can judge for themselves.
Platform tools: what to switch on
Each platform has a built-in label. Use it every time, but treat it as a first layer, not the whole job. US guidance is that you shouldn’t rely on a platform label alone if viewers could still miss it.
| Platform | Built-in setting | What viewers see |
|---|---|---|
| TikTok | Post screen → More options → Content disclosure (or “Disclose post content”), then choose your own brand or Branded content | “Promotional content” or “Paid partnership” label |
| Instagram (Reels, posts, Stories) | Advanced settings → Add paid partnership label and tag the brand partner | “Paid partnership with [brand]” under your name |
| YouTube (Shorts and long-form) | YouTube Studio → Details → Paid promotion → tick “My video contains paid promotion…” | “Includes paid promotion” notice at the start |
| Branded content / paid partnership tool on the post | “Paid partnership” label |
Menu names move around between app updates, so if you can’t find the option, search the platform’s help centre for “branded content” or “paid promotion”.
How to disclose inside the video itself
Short-form viewers often never read the caption, and many watch with sound off. For video, the safest approach is to disclose both on screen and out loud, early.
Say it
Mention it in the first few seconds, in plain words. For example: “This video is sponsored by [brand]” or “[Brand] sent me this for free.” Don’t hide it at the end after most people have swiped away.
Show it
Add a text overlay such as “Ad”, “Sponsored” or “Paid partnership with [brand]”. Make it large enough to read on a phone, keep it on screen long enough to read, and use colours that stand out from the background. A tiny grey label in the corner for half a second won’t cut it.
Write it
Put #ad or “Sponsored” at the start of your caption, before the “more” cut-off, not buried in a block of 20 hashtags at the end. If you are using hashtags for reach, keep the disclosure separate. Our guide to hashtags for TikTok and Reels covers how to use the rest well.
Wording that works (and wording that doesn’t)
| Clear ✅ | Unclear ❌ |
|---|---|
| #ad, Ad, Advertisement | #sp, #spon, #partner |
| Sponsored, Paid partnership with [brand] | #collab, #ambassador on its own |
| “[Brand] gave me this for free” | “Thanks, [brand]!” |
| “I earn a commission if you buy through my link” | “Link in bio 😉” with no context |
If your audience mostly speaks another language, disclose in that language too.
Special cases creators often miss
Affiliate links and discount codes
If you earn money when people use your link or code, say so near the link, for example: “I earn a commission from this link.” A general disclosure hidden on another page is not enough.
Gifted products and PR packages
Unboxing a PR package counts as a material connection even if the brand didn’t ask you to post. Say “This was gifted” or “PR package from [brand].”
Livestreams and Stories
Viewers join part-way through, so repeat the disclosure regularly during a live. For Stories, put it on each frame that features the product, not just the first one.
Reposting brand content or using brand-provided clips
If a brand gives you a script or footage, it’s still your endorsement once you post it. Disclose the same way. And make sure any extra clips you add are cleared for commercial use. Our guide to royalty-free vs copyright-free video explains the difference, and the clips in our hook clip library are a quick way to open a sponsored video without licensing headaches.
Put disclosure in your deal terms
Brands can be held responsible alongside creators, so most reputable ones will ask you to disclose. Make it easy:
- Agree on the exact wording and placement in the brief before you film.
- Note which platform tools you’ll switch on, plus the in-video mention.
- Never accept a brief asking you to hide the relationship. It puts your account and reputation at risk.
- Price the deal properly, since disclosure doesn’t lower your value. See how much to charge for sponsored posts and our tips on getting brand deals as a small creator.
Quick pre-posting checklist
- Platform paid-partnership or branded-content label switched on
- Spoken disclosure in the first few seconds
- Readable on-screen “Ad” or “Sponsored” text
- #ad or “Sponsored” at the start of the caption
- Affiliate links labelled where they appear
- Claims about the product are true and match your real experience
FAQ
Is the paid partnership label enough on its own?
Use it every time, but don’t rely on it alone. US guidance says a disclosure must be hard to miss, and platform labels can be small or easy to overlook. Pair the label with a spoken and on-screen mention in the video.
Do I have to disclose if I’m outside the US?
Usually yes. Most countries have their own advertising rules, and if your content reaches US viewers, US guidance may apply too. TikTok, Instagram and YouTube also require disclosure under their own policies, wherever you live.
Will disclosing a sponsorship hurt my views?
Each platform handles distribution differently, so check its current branded-content policy. Either way, audiences tend to trust creators who are upfront, and an undisclosed deal that gets noticed can do far more damage than a clear label.
Bottom line: If you received money, free products or commission, disclose it. Turn on the platform’s paid-partnership setting, say it and show it in the first few seconds, and start your caption with #ad. It protects you and the brand, and keeps your audience’s trust.
