General information, not legal advice. This chapter summarises published regulator guidance in plain language. For a decision that matters, read the cited documents and talk to a qualified adviser.
Three tests for any disclosure
US and UK guidance use different words, but a disclosure that passes three simple tests is in a strong position under both.
- Will people see it? It is placed where readers look, close to the recommendation or link, and it stands out from the surrounding text. The FTC's ".com Disclosures" guide calls these proximity and prominence.
- Will they see it in time? It appears before people act: before they click, buy, or decide to trust the recommendation. The ASA describes this as labelling upfront.
- Will they understand it? It uses plain words that ordinary readers understand, not industry shorthand.
Everything else in this chapter applies those tests to particular formats.
Choosing the words
Good disclosure wording is short, specific and plain. The FTC's FAQ treats a simple statement that you earn commission from purchases through the links as adequate. The ASA's influencer guide recommends a clear label such as "Ad" for content that is advertising, including affiliate content.
Example wording (invented, for illustration)
- "Ad. I earn a commission if you buy through links in this article."
- "This review contains affiliate links: if you buy through them, I am paid a commission."
- "The maker sent me this product free to review. I have no other connection to them."
Each example says what the connection is. Pick wording that is accurate for your own situation; do not copy a statement that is not true for you.
Wording to avoid includes unexplained abbreviations, hashtags that readers may not recognise, a bare "thanks" to a brand, and one-word labels such as "collab" or "ambassador" on their own. The FTC's "Disclosures 101" names terms of this kind as vague or confusing. If you are unsure whether readers will understand a term, use a plainer one.
The FTC also asks that the disclosure be in the same language as the content. An English disclosure on a Spanish-language video does not inform a Spanish-speaking audience.
Articles and review pages
On a web page, the FTC's FAQ is direct: put the disclosure on the page, close to the links, and not only on a separate disclosures page or at the very bottom. A practical pattern is:
- A short, visible disclosure at the top of the article, above the first affiliate link, in text the same size as the body or larger.
- For long pages, a brief reminder near later clusters of links or buy buttons, because readers often arrive part way down or jump to a section.
- A fuller explanation on an about or policy page if you wish, linked from the short disclosure, but never instead of it.
The ".com Disclosures" guide warns that people may not scroll, and that disclosures placed far from the claim, in pale or tiny text, or only behind a link, are less likely to be noticed. On mobile screens a disclosure that sits in a sidebar on desktop can end up at the bottom of the page, so check how the page looks on a phone.
Comparison tables and buttons
Comparison tables and "buy now" buttons are where readers are most likely to act, so they deserve particular care. A disclosure directly above the table, or a short line next to the buttons, keeps the information close to the decision. If the order of the table is influenced by commission rates or paid placement, that is a fact readers would want to know, and saying so plainly is the honest course.
Email newsletters
A newsletter is a separate message from the website, so a disclosure on the site does not cover it. Many readers see only the preview or the first screen, so a short disclosure near the top of the email, and next to any affiliate item that appears further down, follows the same logic as a web page. A disclosure only in the footer of the email, among unsubscribe links and legal text, is likely to be missed.
Social media posts
The FTC's "Disclosures 101" and the ASA's influencer guide agree on the main points for social media:
- Put the disclosure in the post itself, not only in a profile or bio, because people see posts without visiting the profile.
- Place it where it shows without people needing to tap "more": at the start of the caption is safest.
- Do not bury it in a cluster of hashtags or links at the end.
- On image-led platforms, consider putting the disclosure on the image as well as in the caption.
- Use a platform's built-in paid-partnership label where it helps, but check that it is clear on its own; both regulators warn against assuming it is enough.
Video, audio and live streams
Because the FTC's definition says the disclosure should use the same means as the endorsement, a video endorsement needs a disclosure in the video, and an audio endorsement needs one that can be heard. A line in the description below a video is not enough on its own, because many viewers never open it.
- Recorded video: say it and show it near the start, before the product is discussed, and long enough to read.
- Podcasts and audio: say it clearly at the start of the segment, at a normal speaking pace.
- Live streams: repeat the disclosure periodically, because viewers join part way through. "Disclosures 101" makes this point specifically.
- Short-form video: keep the label on screen while the product is shown, and in the caption, because short clips are often watched with the sound off.
Placements that do not work
| Weak placement | Why it fails | Stronger alternative |
|---|---|---|
| Only on a separate "disclosures" page | Most readers never visit it | A short disclosure on every page with affiliate links |
| Only in the footer | Seen after the decision, if at all | At the top and near the links |
| Only behind "more" or in a profile | Not visible where people read the post | At the start of the caption |
| Only in a video description | Many viewers do not open it | Spoken and on screen in the video |
| Pale, tiny or hidden text | Not prominent | Body-size text with normal contrast |
| Jargon or abbreviations | Not understood by ordinary readers | Plain words, or a clear "Ad" label |
None of these placements is wrong as an addition. The problem arises only when they are used instead of a disclosure people will actually see.