If you earn a commission when someone buys through your link, you have to say so clearly and place the statement where readers will see it. That is the core of the FTC’s guidance for affiliate marketers. The simplest compliant version is a short sentence next to the link, such as “I get commissions for purchases made through links in this post,” which is the sample wording the FTC itself gives.
Do I have to disclose every affiliate link?
You do whenever you are paid through the link. The FTC’s Q&A on its Endorsement Guides says an affiliate marketer who earns a commission from links on a website must disclose that relationship clearly and conspicuously, so readers can weigh the endorsement. The same applies to reviews you post on someone else’s site and to social media posts.
There is a narrow exception. If you add a link purely as a convenience to readers and are not paid for it, no disclosure is needed. The FTC also notes that a manufacturer linking to all authorized sellers, without favoring those that pay affiliate fees, does not need to disclose them.
The FTC’s influencer guide adds that the duty goes beyond cash. A financial, employment, personal or family relationship counts, and so does getting a free product. The agency also says tags, likes and pins can count as endorsements, and that U.S. law can reach posts made from abroad if they will reasonably affect U.S. consumers.
Where should the disclosure go?
Close to the recommendation. The FTC says the closer the disclosure is to the claim, the better. If a review has the disclosure and the link right beside it, one statement may be enough. If they are separated, readers may miss the connection.
The FTC’s influencer guide lists places that are likely to be missed:
- an “About Me” or profile page;
- the end of a post or video;
- behind a “MORE” link;
- buried in a group of hashtags or links.
For different formats, it says:
- Photos and Stories: put the disclosure on the image and leave enough time to read it.
- Video: include it in the video and the audio, not only in the description, because some people watch muted. A product reviewer whose video includes affiliate links should disclose both in the video and in the description near the links.
- Live streams: repeat the disclosure periodically.
- Written posts: put it before the first link, in plain language and in the same language as the endorsement.
What wording works, and what does not?
The FTC’s Q&A gives examples. “Paid link” placed right next to an affiliate link is adequate. The sample sentence above works. In its influencer guide, “ad,” “advertisement” and “sponsored” are fine.
Wording that falls short:
- “Affiliate link” on its own and “buy now” buttons are not adequate on their own, according to the FAQ.
- “Commissionable link” is probably not clear.
- “sp,” “spon,” “collab,” or a bare “thanks” or “ambassador” are listed as terms to avoid.
Hashtags help but do not replace the statement. The FTC says #ad or #sponsored is fine alongside a clear disclosure, not in place of one. A platform’s built-in disclosure tool may help too, but it advises against relying on it alone.
What else is off limits?
The FTC’s guide also tells creators not to talk about a product they have not tried, not to call a product great if they were paid but thought it was bad, and not to make claims that would need proof the advertiser lacks. In our assessment, these are the habits that cost an affiliate the most trust, since a disclosure only fixes one of the three.
You do not need to say you have no relationship with a brand when you are just sharing a product you bought yourself and like, per the same guide.
What changed recently?
The FTC says it revised its Endorsement Guides in 2023, with new or revised principles, examples and a new definition of “clearly and conspicuously.” The Q&A page we read does not give a specific effective date, so check the FTC’s endorsement page before relying on any old summary. The FTC’s influencer brochure on its site is older than that revision, so use it for practical examples but read the current Q&A alongside it.
What does it cost to get this wrong?
The pages we read do not list penalties for endorsement violations, so we will not guess a number. What we can say is that disclosure is the creator’s responsibility under the FTC’s influencer guide, not only the brand’s.
If you are starting out, our guides to the Amazon Associates program and to tagging products on YouTube Shopping show where the links go. Each program has its own rules on top of the FTC’s.
Who this guide is not for
This is general information about U.S. guidance, not legal advice. If you promote regulated products such as financial or health offers, or you have a contract with a brand, check the terms and ask a professional.
Frequently asked questions
Is “affiliate link” enough as a disclosure?
Not by itself. The FTC Q&A says “affiliate link” alone is not adequate. A sentence saying you get a commission, or “paid link” next to the link, is better.
Do I need #ad on every post?
No. The FTC says #ad or #sponsored is not required, but it works alongside a clear disclosure. It does not replace one.
Does a link in the video description count?
Only partly. For video, the FTC says to disclose in the video itself, and in the description near the links.
Do I need to disclose a product I bought and like?
No, if you have no relationship with the brand and are not paid through the link.
