The FTC requires disclosing any “material connection” — any relationship where the creator received something of value that could affect how an audience weighs the endorsement. The disclosure must be clear and conspicuous: use plain terms the average consumer reads instantly (#Ad, #Sponsored, “Paid partnership with [Brand]”), not vague alternatives like #sp or #ambassador, and place it before any truncation point — the first line of a caption, a spoken line plus persistent on-screen label in video. Responsibility is shared: brands cannot fully offload disclosure onto creators and are held accountable for educating them, setting guidelines, writing compliance into contracts, and monitoring adherence throughout a campaign.
Full guide → Creator Marketing Legal Requirements
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