Affiliate Disclosure Handbook

Seven chapters on affiliate disclosure, in reading order

Each chapter covers one part of disclosing affiliate relationships fairly, based on published US and UK regulator guidance. They build on each other, but each one stands alone.

  1. How affiliate marketing works, and why disclosure matters

    The parties, the money flow and the tracking behind an affiliate link, and why regulators treat a commission as something readers are entitled to know about.

  2. What the US Federal Trade Commission expects

    The FTC Endorsement Guides in plain language: material connections, clear and conspicuous disclosure, honest opinions and who is responsible when a disclosure is missing.

  3. What UK advertising and consumer rules expect

    How the CAP Code, ASA advice and CMA guidance apply to affiliate content in the UK, and why a clear upfront label is the common thread.

  4. Where and how to place a disclosure

    Proximity, prominence and plain words: practical placement for articles, comparison tables, email, social posts, video and live streams.

  5. Affiliate links and the rel="sponsored" attribute

    What rel="sponsored", rel="nofollow" and rel="ugc" tell search engines, why paid links should be qualified, and why the attribute is not a disclosure to readers.

  6. Honest reviews and endorsements

    Reviewing products you earn commission on: honest opinions, real use, fair comparisons, and the review practices US and UK rules forbid outright.

  7. A pre-publish disclosure checklist

    Twenty questions to run through before an affiliate article, post or video goes live, grouped by relationship, label, placement, links and content.