Affiliate disclosure for creators: what the FTC expects, platform by platform

If you earn a commission when someone buys through your link, you have to tell people, and you have to tell them where they'll actually see it: next to the link, in the post or video itself. A line in your bio or a "disclosures" page on its own isn't enough. Say it in plain words, like "I earn a commission if you buy through these links", rather than relying on "affiliate link" or a hashtag buried at the end.

That's the short version of the US Federal Trade Commission's guidance. Below is what it says, how it applies on each platform, and wording you can copy. We've linked the FTC's own pages throughout, and a summary of the UK rules is near the end.

The rule in one paragraph

The FTC's Endorsement Guides (16 CFR Part 255, last revised in July 2023) say that if you have a "material connection" to a brand that your audience wouldn't expect, you must disclose it. A commission on sales is a material connection, and so is a free product, a payment, or early access. The disclosure has to be "clear and conspicuous", which the Guides define as difficult to miss and easily understandable by ordinary consumers. The FTC's plain-English guide for creators, Disclosures 101 for Social Media Influencers, puts it simply: disclose whenever you have a financial, employment, personal or family relationship with a brand, even if your opinion is honest.

Is a disclosure in your bio enough?

No. The FTC says a disclosure that only appears on an "about me" or profile page is easy to miss. People land on a single post, video or product page and never see your bio. In its answers to common questions, the FTC says the closer the disclosure is to your recommendation, the better, and that a button labelled "Disclosure" that people have to click is easy to avoid.

A disclosure in your bio does no harm. It just can't be the only one.

Platform by platform

YouTube

• Say it in the video, when you mention the product. The FTC says to disclose the affiliate relationship both in the video and in the description, because many people never open the description.
• Put it at the top of the description, before the links, so it shows without clicking "more".
• YouTube's "paid promotion" checkbox is for sponsorships. Use it when it applies, but the FTC says not to assume a platform's disclosure tool is good enough on its own.

TikTok

• Say it and show it. The FTC notes that people are more likely to notice a disclosure made in both audio and on-screen text, because many watch without sound.
• Put it at the start of your caption, so it isn't cut off behind "more".
• Turn on TikTok's content disclosure setting for brand deals, alongside your own words, not instead of them.

Instagram

• Feed posts and Reels: put the disclosure at the start of the caption. The FTC says a required disclosure should be visible without having to click "more".
• Stories: put the disclosure on the image or video itself, with enough time to read it, on every Story that carries an affiliate link.
• The "Paid partnership" label helps for sponsorships, but use your own words too.

Live streams

Say it at the start and repeat it from time to time. The FTC points out that people join partway through and miss a one-off mention.

Podcasts

Say it when you mention the product, not only in the show notes. A listener who hears the recommendation should hear the disclosure with it. If you read the link aloud ("it's in the show notes"), disclose in the same breath.

Your link in bio and storefront pages

A link-in-bio page or storefront full of affiliate links needs its own disclosure, on the page, near the links. Someone tapping straight to a product from your bio may never see a disclosure in your videos. A short line above or beside the products works. A tiny line in the footer, or one behind a link, is the kind of placement the FTC warns about.

If you're an Amazon Associate, Amazon's Operating Agreement also requires its own statement wherever you use its links: "As an Amazon Associate I earn from qualifying purchases." Check the current Associates Operating Agreement for the exact rules.

Wording that works, and wording that doesn't

• "I earn a commission if you buy through these links."

  Clear enough?

  Yes

  Why

  Plain words, says what the connection is. This is close to the FTC's own example.

• "Paid link" next to the link

  Clear enough?

  Yes

  Why

  The FTC says this should be adequate right next to an affiliate link.

• "Ad" or "#ad" at the start

  Clear enough?

  Yes

  Why

  Widely understood. Expected in the UK.

• "Thanks to [brand] for the free product"

  Clear enough?

  Usually

  Why

  The FTC says a plain thank-you like this is often enough if it's easy to spot.

• "Affiliate link" on its own

  Clear enough?

  No

  Why

  The FTC says many people don't know what it means. Add what it means: "Affiliate link: I earn a commission."

• "#sp", "#spon", "#collab", "#ambassador"

  Clear enough?

  No

  Why

  Unclear abbreviations. The FTC and the UK's ASA both say avoid them.

• A hashtag at the end, among 20 others

  Clear enough?

  No

  Why

  The FTC says not to mix the disclosure into a group of hashtags or links.

• "Commissionable link"

  Clear enough?

  Probably not

  Why

  The FTC calls it probably not a clear disclosure.

Copy-paste examples

Want wording for your exact situation? Our free affiliate disclosure generator writes it for you: pick the platform and your connection to the brand.

• YouTube description (first line): "Some links below are affiliate links. If you buy through them, I earn a small commission at no extra cost to you."
• YouTube, said in the video: "The links for everything are in the description. Some are affiliate links, so I earn a commission if you buy."
• TikTok or Reels caption (first line): "#ad Affiliate links: I earn a commission if you buy through the link in my bio."
• Instagram Story sticker: "Affiliate link: I earn a commission."
• Link-in-bio page (above the products): "I earn a commission when you buy through some of these links."
• Podcast: "This episode includes affiliate links. If you use them, I earn a commission."

Outside the US

US law can apply to you even if you're not in the US. The FTC says that if it's reasonably foreseeable that your post will reach US consumers, US law applies, and the FTC gives the example of a video blogger in London.

In the UK, the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) treat affiliate content as advertising. Their influencers' guide and the ASA's affiliate marketing guidance say:

• Label it upfront, so people know it's an ad before they click or engage. "#Ad" or "Ad" at the start is the safest choice.
• The word "affiliate" on its own isn't widely understood. In one ruling, a standalone "*affiliate" label wasn't enough.
• Phrases like "may earn an affiliate commission" have been judged ambiguous. Pair them with "Ad".
• If only some links in a post are affiliate links, mark those links or the content about them.

In the EU, hidden advertising is banned under consumer protection law, and many countries have their own influencer guidance. If most of your audience is in one country, check that country's rules.

How Setup101 shows disclosures on your pages

Setup101 adds a disclosure next to your buy links for you:

• Product pages: a line under the buy button says you may earn a commission if someone buys through that link.
• Setup pages: when products in the setup have buy links, a line under the product list says some products link to shops where you may earn a commission.
• 101 Courses: lessons and course pages with buy links carry the same kind of line.
• Sponsored slots: products a brand paid to feature are labelled "Sponsored" on the setup.

That covers your Setup101 pages. You still need to disclose in your own videos, captions and podcasts, because that's where people see your recommendation first. See how buy links work on your link-in-bio page.

Frequently asked questions

Do I need to disclose if I'd recommend the product anyway?

Yes. The FTC says to disclose even if you think your evaluation is unbiased. The point is to let your audience decide how much weight to give your recommendation.

Is "affiliate link" enough on its own?

No. The FTC says many people don't understand what "affiliate link" means. Add a few words, such as "Affiliate link: I earn a commission if you buy."

Can I put one disclosure in my bio and stop there?

No. A disclosure only in your bio or profile is easy to miss. Put one in each post or video and on any page with your links. A bio disclosure can sit alongside them.

Do free products need a disclosure too?

Yes. A free or discounted product is a material connection under the FTC's Endorsement Guides, the same as a commission or a payment.

Is a platform's paid-partnership label enough?

Not on its own. The FTC says not to assume a platform's disclosure tool is good enough. Use it, and add your own clear words.

Does Setup101 add a disclosure to my pages?

Yes. Product pages show a disclosure under the buy button, and setup pages show one under the product list when it includes buy links. You still need to disclose in your own content on other platforms.

This isn't legal advice. It's a plain-English summary of public guidance from the FTC and the UK's ASA and CMA, checked on 17 October 2026. Rules change, so check the sources linked above, and speak to a lawyer if you're unsure about your situation.