Affiliate and sponsorship disclosures are legally required, algorithmically watched, and often handled poorly—most creators either bury them below the fold, use vague language that fails FTC guidelines, or create blocky disclaimers that waste description real estate and kill engagement. The difference between compliant descriptions that pass platform audits and sloppy disclosures that trigger shadowbans or legal warnings is structure: knowing where to place disclosures so they satisfy regulators without burying your primary CTA, using clear language that builds trust instead of legal jargon that confuses viewers, and building reusable disclosure blocks that adapt per video without rewriting from scratch. This guide shows you the FTC-compliant disclosure templates, platform-specific placement strategies, and reusable block workflows using Description Template Builder.
Table of Contents
Category hub: /creator/social
Quick Start
- Open the Description Template Builder and select your platform (YouTube, TikTok, Instagram).
- Choose your content type: product review, tutorial with affiliate links, paid partnership, or brand ambassadorship.
- Select a disclosure template from the builder and customize the wording to match your relationship (affiliate commission, free product, paid sponsorship).
- Place the disclosure above the fold (first 2 lines) or use platform-native partnership tags (#ad, Creator Marketplace, Branded Content label).
- Save the disclosure as a reusable block, then export and validate it appears correctly in your video preview.
Open Description Template Builder →
Why Clean Disclosure Patterns Matter
Legal Requirements (FTC, ASA, Platform Policies)
The FTC requires clear, conspicuous disclosure of material connections—any relationship that could affect how viewers perceive your content. This includes affiliate commissions, free products, paid sponsorships, brand ambassadorships, and equity stakes. The UK's ASA (Advertising Standards Authority) has similar rules, as do platforms like YouTube, TikTok, and Instagram. Failure to disclose can result in FTC fines ($40,000+ per violation), platform strikes, shadowbans, or loss of monetization. The FTC's standard: disclosures must be "clear and conspicuous"—not hidden in hashtags, buried in comments, or phrased vaguely. Examples that fail: "Some links may earn commission" (vague), "#sp" (unclear), or disclosures placed at the end of a 10-paragraph description (not conspicuous). Examples that pass: "This video contains affiliate links. I earn from qualifying purchases at no cost to you" (clear + first 2 lines), or using platform-native tags like YouTube's Paid Partnership label.
Reader Trust and Transparency
Transparency builds trust—viewers who know you earn from links are more likely to click them than viewers who feel misled. Studies show that clear disclosures increase affiliate click-through rates by 15–25% compared to hidden or vague disclaimers. Viewers respect creators who disclose upfront; they distrust creators who hide commercial relationships. Clear disclosure also protects your reputation—if a product you recommend fails or disappoints, viewers who knew it was sponsored are less likely to feel deceived. Vague or missing disclosures erode trust over time and train your audience to assume every recommendation is paid, even when it's not. Front-load disclosures to preserve credibility: "This video is sponsored by [Brand], and I'm using their product because it solves [problem]" beats "Check the description for details".
Avoiding Algorithm Penalties and Shadowbans
Platforms monitor disclosure compliance—TikTok's Creator Marketplace flags missing #ad tags, Instagram's algorithm deprioritizes posts without Branded Content labels, and YouTube can demonetize videos that violate advertiser-friendly content policies. Missing or buried disclosures can trigger manual reviews, reduced reach, or complete removal from recommendations. Shadowbans happen when platforms detect patterns that look like undisclosed advertising: repetitive product mentions, link-heavy descriptions with no disclosure, or using misleading tactics like hiding links in replies. Avoid these flags by using native platform tags (#ad, Partnership label) alongside written disclosures. Platforms reward transparent creators with better reach because advertisers prefer working with compliant partners who won't risk legal or platform penalties.
Real Estate Efficiency (Don't Bury Your CTA)
Descriptions have limited preview space—YouTube shows the first 150 characters on mobile before "Show more", TikTok shows ~100 characters, Instagram shows ~125. If your disclosure takes up all the preview space, your primary CTA (the link you want viewers to click) gets buried. The solution: use concise disclosure templates that satisfy legal requirements in 1–2 lines, then immediately follow with your CTA. Example: "This video contains affiliate links (I earn from purchases). Grab the Notion template → [link]" fits in 110 characters. Avoid legal jargon like "I may receive compensation from purchases made through links in this description pursuant to applicable FTC guidelines"—it wastes space and confuses viewers. Use the Description Template Builder to optimize disclosure length while staying compliant.
Platform-Specific Requirements
YouTube (Written Disclosure + #ad Tag Best Practices)
YouTube requires written disclosure in the description for affiliate links and paid partnerships. For paid partnerships, also enable the "Paid Promotion" toggle in YouTube Studio—this adds a disclaimer overlay to the video player. Written disclosure should appear in the first 2 lines (within 150 characters) so it's visible before "Show more". Format: "This video contains affiliate links. I earn from qualifying purchases at no cost to you." Or for sponsorships: "This video is sponsored by [Brand]. I was paid to create this content." YouTube also recommends using #ad or #sponsored hashtags, though these don't replace written disclosure. Place hashtags at the end of the description, not at the beginning where they consume preview space. Avoid ambiguous phrasing like "I may earn from links"—the FTC requires clarity. Test your disclosure by previewing the video description on mobile to ensure it appears before the fold.
TikTok (Caption Placement + Creator Marketplace Tags)
TikTok requires written disclosure in the caption and use of the #ad hashtag for paid partnerships. If you're using TikTok Creator Marketplace, the platform automatically adds a "Paid partnership" label above the username—this satisfies platform requirements but doesn't replace FTC-required written disclosure. Caption format: "#ad This video is sponsored by [Brand]. Here's how it helps [problem]." Or for affiliate links: "This caption contains affiliate links. Link in bio for the product." Place #ad at the beginning or end of the caption—not buried mid-text where it's hard to spot. TikTok's algorithm flags missing #ad tags on paid partnerships, which can reduce reach or trigger manual review. For organic content with affiliate links (not paid partnerships), written disclosure is still required even if you're not using Creator Marketplace. Use the Description Builder to generate TikTok-optimized captions with proper disclosure and hashtag placement.
Instagram (Caption vs Stories vs Reels Disclosure)
Instagram requires written disclosure in captions for feed posts and Reels, plus use of the Branded Content tag for paid partnerships (accessible via Advanced Settings when posting). The Branded Content label appears above the post ("Paid partnership with [Brand]") and satisfies Instagram's platform policy, but FTC guidelines still require written disclosure in the caption. Caption format: "#ad Partnering with [Brand] to show you [outcome]. Link in bio for the product." Or for affiliate links: "This post contains affiliate links. I earn from purchases at no cost to you. Link in bio." Place #ad or #sponsored in the first line or at the end—not buried in the middle. For Stories, use Instagram's "Paid Partnership" sticker plus visible text on-screen (e.g., "#ad" overlay). Stories disclosures must be visible for the entire duration of the frame containing the product mention—a quick flash of #ad doesn't satisfy FTC requirements. Reels follow the same rules as feed posts: written caption disclosure + Branded Content tag for paid partnerships.
LinkedIn (Professional Tone + Native Partnership Tags)
LinkedIn has a more professional audience, so disclosure tone should match—avoid casual language like "yo, this is an #ad" and use clear, professional phrasing instead. Format: "This post is sponsored by [Brand]. I was compensated to create this content." Or for affiliate links: "This post contains affiliate links. I may earn from purchases made through these links." LinkedIn also offers a "Collaborative Article" feature for brand partnerships—use this when applicable, as it adds a native disclosure label above the post. Unlike Instagram/TikTok, LinkedIn doesn't heavily penalize missing disclosures algorithmically, but the FTC still applies—legal compliance is required regardless of platform enforcement. Place disclosure in the first 2 lines of the post for visibility. LinkedIn's preview truncates after ~125 characters on mobile, so keep disclosures concise. Test by viewing your post on mobile to ensure disclosure appears before "...see more".
Disclosure Placement Strategies
Above the Fold (First 2 Lines)
Above-the-fold placement satisfies FTC "clear and conspicuous" requirements and preserves your primary CTA's visibility. Structure: Disclosure (line 1) → Primary CTA with link (line 2) → Bullets/chapters/secondary content (lines 3+). Example: "This video contains affiliate links. I earn from purchases at no cost to you. | Grab the free Notion template → [link]" fits in ~150 characters and passes mobile preview tests on YouTube, TikTok, and Instagram. This format front-loads compliance while keeping your CTA visible before "Show more". Avoid burying disclosure at the end of multi-paragraph descriptions—the FTC considers this non-compliant because viewers may not scroll far enough to see it. Test your placement by previewing the description on mobile: if the disclosure isn't visible before the fold, move it up.
In-Context (Near Affiliate Links)
In-context placement works when you have multiple affiliate links scattered throughout the description—place a short disclosure immediately before or after each link block. Example: "🎥 Camera gear (affiliate links): [link 1] | [link 2] | [link 3]". Or for mid-description product mentions: "I use [Product] (affiliate link) to solve [problem]. Get it here → [link]". In-context disclosures clarify which links are affiliate vs which are not (social profiles, free resources). This approach is especially useful for tutorials with multiple tool recommendations—viewers know exactly which links earn you commission. Combine in-context with above-the-fold for maximum clarity: general disclosure at the top ("This video contains affiliate links"), then link-specific labels mid-description ("affiliate link" next to each product). Use the Description Template Builder to generate in-context disclosure snippets automatically.
Footer Blocks (Structured Templates)
Footer disclosure blocks work for gear lists, social profiles, and recurring sponsor disclaimers that don't change per video. Structure: Video summary + CTA (above the fold) → Bullets/chapters (mid-description) → Footer block with disclosure + gear/social links (bottom). Example footer: "--- | Disclosure: Links in this video may be affiliate. I earn from qualifying purchases at no cost to you. | 🎥 Camera I use: [link] | 📧 Newsletter: [link] | 🐦 Twitter: [link]". Footer blocks are efficient for maintaining consistent disclosure language across all videos—build the block once, save it in Description Builder, and paste into every new description. Update quarterly to remove dead links or inactive sponsors. Avoid relying solely on footer blocks for compliance—the FTC requires disclosure to be conspicuous, which typically means above-the-fold placement. Use footer blocks as a supplement to top-of-description disclosures, not a replacement.
FTC-Compliant Templates by Content Type
Product Reviews
Product reviews require disclosure of both financial relationships (affiliate commissions, paid reviews) and non-financial relationships (free products, brand relationships). Template for affiliate reviews: "This video contains affiliate links. I earn a commission from purchases made through these links at no additional cost to you. My opinions are my own." Template for free product reviews: "[Brand] sent me this product for free. I was not paid to create this review, and my opinions are honest." Template for paid reviews: "This video is sponsored by [Brand]. I was paid to create this review, but my opinions are my own." The key phrase: "My opinions are my own" or "Honest review" reassures viewers that compensation didn't influence your verdict. Place disclosure in the first 2 lines and repeat in the video (verbal disclosure at the start or during product mention). Use the Hook Generator to create transparent hooks that integrate disclosure naturally: "[Brand] sent me this for free, and here's my honest take".
Affiliate Links in Tutorials
Tutorials with tool recommendations often include affiliate links—disclose upfront so viewers know your recommendations may be financially motivated. Template: "This tutorial includes affiliate links for tools I use. I earn from qualifying purchases at no cost to you." Or more specific: "The [Tool] link below is an affiliate link. I earn commission if you sign up, but it doesn't affect your price." For tutorials recommending multiple tools, use in-context labels: "Tool 1 (affiliate link): [link] | Tool 2 (not an affiliate): [link]". This clarity helps viewers distinguish between paid and unpaid recommendations. Avoid hiding affiliate links in shortened URLs without disclosure—the FTC considers this deceptive. Always disclose before the link, not after. Use the Description Template Builder to generate tutorial-specific disclosure templates with proper link labeling.
Paid Partnerships
Paid partnerships require disclosure of the financial relationship and use of platform-native tags (YouTube Paid Promotion toggle, TikTok Creator Marketplace label, Instagram Branded Content tag). Template: "This video is sponsored by [Brand]. I was paid to create this content. The product/service shown is [Brand]'s, and all opinions are my own." Or shorter: "#ad This video is a paid partnership with [Brand]." For long-term sponsorships or recurring deals, use: "This video is sponsored by [Brand], a long-term partner. I was compensated to create this content." Paid partnership disclosures should appear in the video (verbal + on-screen text) and the description (written disclosure + native tag). YouTube requires the Paid Promotion toggle to be enabled in YouTube Studio—missing this can result in strikes. TikTok flags missing #ad tags on Creator Marketplace deals. Instagram deprioritizes posts without Branded Content labels. Use all available disclosure methods (written, verbal, native tags) to maximize compliance and avoid platform penalties.
Brand Ambassadorships / Long-Term Sponsorships
Brand ambassadorships and long-term sponsorships require ongoing disclosure for every piece of content created under the agreement—even if a specific video isn't explicitly paid, the relationship must be disclosed. Template: "I'm a brand ambassador for [Brand]. This means I receive compensation, free products, or other benefits in exchange for promoting their products. This video is part of that partnership." Or for less formal relationships: "I have an ongoing partnership with [Brand]. They support my channel, and I use their products regularly. This video includes [Brand] content." Long-term relationships often blur the line between paid and organic content—disclose the relationship even if the current video isn't directly compensated. The FTC considers the overall relationship a material connection that affects credibility. Update your disclosure template when partnerships end to avoid misleading viewers. Use the Description Template Builder to save brand-specific disclosure blocks and swap them out when deals change.
Reusable Disclosure Blocks Workflow
Save Templates in Description Builder
The Description Template Builder lets you save reusable disclosure blocks for different content types and platforms—create once, reuse forever. Workflow: Open Description Builder → Select "Disclosure" section → Choose content type (affiliate, paid partnership, free product) → Customize wording → Save as reusable block with a clear name ("YT Affiliate Disclosure", "TikTok Sponsored Post"). Save platform-specific versions because disclosure requirements differ (YouTube written + toggle, TikTok #ad + label, Instagram caption + Branded Content tag). Build a library of disclosure blocks: General affiliate, General sponsorship, Free product review, Long-term partner, Gear list footer. When creating a new description, load the relevant block and paste into the template—no need to rewrite from scratch or worry about missing required language. Update blocks annually to reflect FTC guideline changes or platform policy updates.
Modify Per Video Without Rewriting
Reusable blocks save time, but you'll still need to customize per video—swap brand names, adjust link labels, or add product-specific context. Workflow: Load saved disclosure block → Replace [Brand] placeholder with actual sponsor → Update link labels to match products mentioned → Adjust tone if needed (casual for TikTok, professional for LinkedIn) → Export final description. Example: Base template: "This video is sponsored by [Brand]. I was paid to create this content." becomes "This video is sponsored by ConvertKit. I was paid to create this content." This approach maintains compliance consistency while adapting to specific deals. Use the Description Template Builder's variable system to auto-fill brand names, product names, and link URLs—set variables once, and they populate across the entire template.
Version Control for Brand-Specific Language
Some brands require specific disclosure language in their partnership agreements—save brand-specific versions of disclosure blocks to avoid violating contract terms. Example: A brand partnership might require: "This content is sponsored by [Brand] as part of our ongoing creator partnership program" instead of generic "This video is sponsored by [Brand]". Save these custom versions as separate blocks: "ConvertKit Disclosure", "Notion Disclosure", "Adobe Disclosure". Review partnership contracts for required disclosure wording and save those templates immediately. Update blocks when deals renew or terms change—expired language can trigger contract violations. Version control also helps track disclosure changes over time—if the FTC updates guidelines or a platform changes policy, you can update all relevant blocks in one pass and know exactly which videos need re-uploaded descriptions.
Common Mistakes & Fixes
- Burying disclosure below the "Show more" button → Move disclosure to the first 2 lines (within 150 characters) so it's visible before the fold on mobile. The FTC requires "clear and conspicuous" placement.
- Using vague language like "Some links may earn commission" → Use clear, specific language: "This video contains affiliate links. I earn from qualifying purchases at no cost to you." Avoid ambiguous phrasing that confuses viewers.
- Forgetting platform tags (#ad, Partnership label) alongside written disclosure → Use both written disclosure (FTC requirement) and platform-native tags (platform requirement). Missing either can trigger penalties or reduced reach.
- Using one-size-fits-all disclosure across all platforms → Customize disclosure per platform requirements. YouTube needs written disclosure + Paid Promotion toggle. TikTok needs #ad + Creator Marketplace label. Instagram needs caption disclosure + Branded Content tag.
- Not disclosing free products from brands → The FTC requires disclosure of all material connections—free products, trips, or services count as material. Use: "[Brand] sent me this product for free. My opinions are honest."
FAQs
- Does "affiliate link" in a description satisfy FTC requirements?
- Yes, if it's clear and conspicuous. "This video contains affiliate links. I earn from purchases" satisfies FTC guidelines when placed in the first 2 lines (above the fold). Avoid burying "affiliate link" at the end of long descriptions or using vague phrases like "I may earn from links". The FTC standard: average viewers should understand the financial relationship without clicking "Show more" or reading legal fine print.
- Can I just use #ad or #sponsored instead of a written disclosure?
- No. Hashtags alone don't satisfy FTC requirements—they're too ambiguous and easy to miss. The FTC requires clear, written disclosure that explains the relationship: "This video is sponsored by [Brand]. I was paid to create this content." Use hashtags (#ad, #sponsored) in addition to written disclosure, not as a replacement. Platforms like TikTok and Instagram require both hashtags and native partnership labels for paid content.
- Where should I place disclosures in YouTube descriptions?
- Place disclosure in the first 2 lines (within 150 characters) so it appears before "Show more" on mobile. Structure: Disclosure (line 1) → Primary CTA (line 2) → Bullets/chapters (line 3+). Example: "This video contains affiliate links. I earn from purchases. | Free template → [link]". Also enable the Paid Promotion toggle in YouTube Studio for sponsored content—this adds a disclaimer overlay to the video player.
- Do I need to disclose free products from brands?
- Yes. The FTC considers free products a "material connection" that could affect how viewers perceive your content. Disclose: "[Brand] sent me this product for free. I was not paid to create this review, and my opinions are honest." Even small-value freebies (under $100) require disclosure if they could influence your opinion. If you bought the product yourself with no brand involvement, no disclosure is needed.
- What's the difference between affiliate and sponsored disclosures?
- Affiliate disclosures clarify that you earn commission from purchases ("I earn from qualifying purchases"), while sponsored disclosures clarify that you were paid to create content ("I was paid to create this video"). Use affiliate disclosure for links where you earn per sale. Use sponsored disclosure for flat-fee deals where you're paid upfront. If a video has both (paid to create + affiliate links), disclose both: "This video is sponsored by [Brand]. The description also contains affiliate links for products I recommend."
- Can I use emojis or shortened language in disclosures?
- Emojis are fine as visual labels (🔗 Affiliate link, 💰 Sponsored), but they don't replace written disclosure. Shortened language works if it's still clear: "Affiliate links below. I earn from purchases" is acceptable. "Links = $$$" or "#sp" are not—they're too vague. The FTC standard: would an average viewer understand the financial relationship? If not, the disclosure fails.
