Influencer Marketing Disclosures: What Actually Works
The FTC's expectations for how brands and influencers disclose paid partnerships, free products and other material connections in social media content.
Samir Haddad
Where most projects go wrong
The usual mistakes:
- Disclosures buried among many hashtags
- Vague terms such as sp or collab alone
- Claims influencers cannot back up
- Ignoring disclosures in video audio and stories
What good looks like instead
- Require clear disclosures in every agreement
- Place disclosures at the start of posts and videos
- Train influencers on FTC guidance
- Monitor posts and correct missing disclosures
- Keep records of partnerships
Why it matters
Undisclosed endorsements are deceptive under FTC rules, and both the brand and the influencer can be held responsible.
The specs that matter
| Measure | Figure |
|---|---|
| Material connection | payment, free products, family or business relationships |
| Disclosure placement | clear and hard to miss, not hidden in hashtags or behind more links |
| Platform tools | built-in paid partnership labels may not be enough on their own |
| Responsibility | brands should monitor and train influencers |
Knowing when to hand it over
Tip: Bring in help when launching influencer programs, or when working with many creators at once.
Where this comes from
- Federal Trade Commission — Disclosures 101 for Social Media Influencers
- Federal Trade Commission — FTC's Endorsement Guides
The figures and practices above come from the sources listed.
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