FTC disclosure checklist for UGC and sponsored posts.

Worked example

A creator posts a video about a skincare serum the brand sent for free, with "thanks to the brand" in the caption only. Of the eight points, the free product is covered but not the in-video disclosure, the plain words, or the placement. The tally shows what is missing: say "this is an ad" or "sponsored" in the video itself, near where you talk about the product.

A fully ticked list means the post matches the points on this page. It does not mean the post is legally compliant; that depends on facts the checklist cannot see.

How it works

The FTC publishes Disclosures 101 for Social Media Influencers. Its core idea is that if you have a material connection to a brand (money, free or discounted products, perks, or a personal, family or employment relationship) your audience should be told, clearly, whenever you endorse that brand.

The checklist reflects the FTC guidance on placement and wording. The disclosure should be hard to miss and next to the endorsement, not on a profile page, at the end of a post or behind a "more" link. In a video or live stream it should be in the video or audio, not only the description, and repeated during a live stream. Plain wording such as "ad", "advertisement" or "sponsored" is recommended; vague terms such as "sp", "collab" or a stand-alone "thanks" are not clear enough on their own.

The FTC also says not to assume a platform's disclosure tool is enough on its own and that the disclosure is the influencer's responsibility. UGC content that a brand posts or runs as its own ad is a related question; whether and how the brand discloses is a matter for the brand and its advisers, so ask the brand in writing who handles disclosure and keep a copy of the answer.

Results vary. This model uses the assumptions you type in; it is not a prediction, a quote anyone has agreed to, or a promise of earnings. Everything runs in your browser. Nothing you type is sent or stored.

Methodology

Each of the eight points is a yes or no tick. The tool counts ticked items and lists the unticked ones. The points paraphrase the FTC page named in Sources, retrieved October 2026; nothing is sent anywhere, and nothing you tick is stored.

What this does not cover

• Whether a specific post complies with the law; that is a legal question.
• Rules outside the United States, or platform branded-content policies.
• Claims about products, which need their own substantiation.
• Contract wording; see the contract terms page.

Sources

• FTC, Disclosures 101 for Social Media Influencers, retrieved October 2026.

This is the primary source for the points above.

FAQ

What is a material connection?

The FTC describes it as a financial, employment, personal or family relationship with a brand, which includes getting free or discounted products or other perks.

Do I have to disclose a free product?

According to the FTC, yes. Free or discounted products count as a material connection and should be disclosed when you mention the brand.

Where should the disclosure go in a video?

The FTC says to put it in the video or audio itself, not only in the description, and to make it hard to miss and close to the endorsement.

Which words should I use?

The FTC suggests simple terms such as ad, advertisement or sponsored, and warns that vague terms like sp or collab may not be clear enough.

Is this legal advice?

No. It is general information based on the FTC page. For a specific post or contract, ask a qualified professional.