What Is FTC Disclosure?

An FTC disclosure is the clear, conspicuous labeling of creator content that is paid, sponsored, or incentivized, so the audience knows there is a commercial relationship behind the recommendation. In the US, the Federal Trade Commission requires it.

Disclosure applies whenever a creator has a material connection to a brand, including free product, commission, or payment. A simple, visible label like an ad or sponsorship tag satisfies the core requirement.

Disclosure is a legal obligation, and the liability can reach the brand, not just the creator. Programs that skip it expose the brand to regulatory risk.

It also builds trust. Audiences respond better to creators who are transparent, and platforms provide built-in disclosure tools (like paid-partnership labels) that make compliance easy.

Brands make disclosure a standing requirement in their creator briefs and contracts, and use platform paid-partnership labels so every incentivized post is clearly marked.

Hubfluence helps brands communicate consistent requirements to creators through briefs and structured onboarding, so expectations like disclosure are set from the start of every partnership.