TikTok Sponsorship Disclosure Guidelines
Complete FTC compliance guide: How to properly disclose sponsored content
Why Disclosure Matters
⚖️ Legal Requirements (FTC)
The Federal Trade Commission requires clear disclosure of any "material connection" between creator and brand. If you received anything of value (money, free products, affiliate commissions), you must disclose it.
Penalties: $10,000–$43,280 per violation
🤝 Ethical Reasons
Beyond legal compliance: maintains audience trust, preserves your credibility, protects you legally, and sets industry standards.
The Triple Disclosure Method (Best Practice)
For maximum compliance and transparency, use all three disclosure methods:
TikTok's "Branded Content" Toggle
Use TikTok's official branded content feature. Before posting, enable "Brand Content" toggle and add brand name.
Example:
Viewers see: "Paid partnership with [Brand]" label at top of video
#ad or #sponsored in Caption
Include #ad or #sponsored at the BEGINNING of your caption (not buried at end).
Example:
#ad Loving this new skincare routine from @BrandName! Here's why it works…
Verbal Disclosure in Video
Say out loud in the video that content is sponsored.
Example:
"Thanks to [Brand] for sponsoring today's video!" or "This video is in partnership with [Brand]."
What Content Requires Disclosure
✅ Always Disclose
- • Paid sponsorships (brand pays you money)
- • Free products/services worth over ~$50
- • Affiliate links (you earn commission)
- • Brand partnerships/ambassadorships
- • Gifted products you choose to promote
- • Employee promoting own brand
❌ No Disclosure Needed
- • Products you purchased yourself
- • General education (no specific brand)
- • Unsponsored comparisons
- • Unsolicited gift under $50 (not promoted)
Common Disclosure Mistakes
❌ Disclosure Buried in Caption
Problem: Disclosure too far down; viewers may not see it without clicking "more"
Fix: Put #ad at the very beginning of caption
❌ Using Vague Terms
Problem: #partner or #collab could mean unpaid collaboration
Fix: Use #ad or #sponsored explicitly
❌ Not Disclosing Gifted Products
Problem: Thinking free products don't require disclosure
Fix: Disclose with #gifted or #ad (safer)
International Disclosure Requirements
United States (FTC)
Standard: "Clear and conspicuous" disclosure
Acceptable: #ad, #sponsored, "Paid partnership" label, Verbal disclosure
United Kingdom (ASA)
Standard: #Ad or "Ad" label required
Acceptable: #Ad (capital A), "Ad" written out, TikTok Branded Content toggle
European Union
Standard: Varies by country, disclosure must be clear
Acceptable: Local language (#Werbung in Germany), most use #ad
Consequences of Not Disclosing
FTC Enforcement
- • Warning letter (first offense)
- • Fines: $43,280 per violation (maximum)
- • Required training on endorsement guidelines
- • Public record of violation
TikTok Enforcement
- • Content removal
- • Account suspension or ban
- • Loss of Creator Marketplace access