FTC disclosure

FTC disclosure refers to the U.S. Federal Trade Commission’s rules requiring creators to clearly and conspicuously disclose any paid or material connection with a brand when posting about its products.

It matters for any creator with a U.S. audience or working with a brand that sells into the U.S. market, even if the creator themselves is based elsewhere — the rule is about protecting U.S. consumers from undisclosed advertising.

• Use clear, unambiguous language like "#ad" rather than vague terms like "#sp" or "thanks brand" that audiences may not recognize as a disclosure.
• Disclose in the platform itself (on-screen or in the visible caption), not only in a bio link or profile description.
• Check current FTC guidance directly if you regularly work with U.S. brands — the specifics have been updated over time.