Guide
FTC disclosure basics
If a brand gives you money, free product, or anything of value in exchange for a mention, viewers need to know. Clear disclosure is both a legal expectation in many markets and the thing that protects the audience trust your whole business runs on. This is general guidance, not legal advice.
When you have to disclose
Disclose whenever there is a material connection between you and the brand: payment, free or discounted product, affiliate commissions, or any other perk. It applies even if the brand did not ask you to, and even if your opinion is genuinely positive. The trigger is the relationship, not whether you were told what to say.
Make it clear and conspicuous
A disclosure only counts if viewers actually notice it. Best practice:
- Use plain words like "sponsored" or "paid promotion" — not vague tags like "sp" or "thanks".
- Say it on-screen and out loud near the sponsored segment, not only buried in the description.
- Use YouTube's built-in "paid promotion" label as a supplement, not a substitute, for your own disclosure.
Common mistakes
Frequent slip-ups: hiding the disclosure below the fold or behind "...more"; disclosing only at the very end after most viewers have left; using ambiguous or jokey wording; and forgetting that affiliate links are paid relationships that need disclosing too. When in doubt, be more obvious, not less.
Frequently asked questions
Do I need to disclose if I only got a free product?
Yes. Free or discounted product is a material connection just like cash, so it needs disclosure — even if you genuinely like the product and were not told what to say.
Is YouTube's "paid promotion" toggle enough on its own?
Treat it as a helpful supplement, not a complete disclosure. Best practice is a clear spoken and on-screen statement near the sponsored segment in addition to the platform label.