Recognize a material connection
A cash payment is not the only relationship that can matter. Free products, discounted services and a commission on purchases can affect how viewers evaluate a recommendation. The FTC's influencer guidance explains when a connection should be disclosed.
Your endorsement should reflect your actual experience and should not include claims you cannot support. Do not claim you used a product you have not tried or repeat a performance promise simply because it appears in a deal.
Make the disclosure easy to notice
The right placement depends on the medium. A description-only disclosure may be easy to miss when the endorsement occurs inside a video. Review the FTC examples and use language appropriate for the actual relationship.
- Place it with the endorsement rather than only in your profile.
- Use clear language viewers can understand.
- Avoid burying it after a long caption or among unrelated hashtags.
- For video, consider whether viewers will both see and hear the disclosure.
- For live content, consider viewers who join after the stream begins.
- Review the platform's branded-content or paid-promotion settings.
Illustrative wording to adapt
These examples explain the connection; they are not a guarantee of legal compliance in every context. Keep the wording accurate, prominent and close to the relevant content. Do not call a paid campaign merely 'gifted' if cash payment is part of the arrangement.
| Relationship | Plain-language example |
|---|---|
| Paid sponsorship | Ad: [Brand] paid me to create this video. |
| Gifted product | [Brand] sent me this product for free. |
| Affiliate link | I may earn a commission if you buy through this link. |
Include disclosure in your approval workflow
Write the disclosure into the draft and confirm any platform-specific label before publication. If brand feedback asks you to remove a necessary disclosure, clarify the requirement instead of silently complying. Keep a record of the approved version.
LGI's collaboration tools organize work, but creators and brands remain responsible for their actual claims and disclosures. This page is general education, not legal advice; consult the linked primary guidance and get qualified advice when needed.
Common questions
Do gifted products need disclosure?
Free products can create a material connection. Review the FTC guidance and disclose the relationship clearly when endorsing the product.
Is a platform's paid partnership label always enough?
Do not assume it is enough in every context. Consider whether viewers can clearly notice and understand the connection, and follow the FTC and platform guidance.
Sources and further reading
- FTC: Disclosures 101 for Social Media Influencers
- FTC: Endorsements, influencers, and reviews
- YouTube: Add paid product placements, sponsorships and endorsements
- TikTok: Promoting a brand, product, or service
Examples are illustrative unless a source is given. Requirements, program terms and platform rules can change. Report corrections to support@lgi365.com.