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FTC Guidelines & Disclosures

FTC Guidelines & Disclosures
Legal, Ethics & Compliance 4 skill levels

Understand the FTC guidelines on endorsements and how to disclose paid partnerships, gifts and affiliate links clearly so audiences know when content is sponsored.

Starting from 280 credits Choose your skill level
  • 4 skill levels
  • Category: Legal, Ethics & Compliance
  • Each level is unlocked separately with credits
  • Access information typically arrives within 24 hours of confirmed payment
  • If nothing has arrived after 72 hours, please contact us

Levels are unlocked with credits from your account balance. You can buy more credits whenever you need them.

About this e-learning material

In the United States, the Federal Trade Commission (FTC) expects endorsements to be honest and any material connection between a creator and a brand to be disclosed. The same principle of clear disclosure appears in many other markets. This material explains the main ideas behind the FTC guidelines and how to apply clear disclosures in everyday content. It offers general guidance and is not legal advice.

What this material covers
• What counts as a material connection, including payment, gifts and affiliate links
• Clear and easy-to-notice disclosure wording and placement
• Disclosures in video, stories, livestreams and short-form content
• Honest claims about products and personal experience
• Shared responsibilities between brands and creators

Who it is for
Creators, brand teams and agencies who publish or manage sponsored content and want to handle disclosures correctly.

You can use it to review how sponsored posts are labelled and set clear disclosure habits for future partnerships.

Choose your skill level

Each level is unlocked separately with credits

  • Beginner

    280 credits

    • What you will learn

      You will learn what a material connection is, including payment, free products, discounts and affiliate links. Simple examples show clear disclosure wording and where to place it so that viewers are likely to notice it.

    • Purpose of this level

      Designed for creators and marketers who are new to sponsored content and unsure when a disclosure is needed. It explains the basic idea behind the FTC guidelines in plain language, as general guidance rather than legal advice.

    • Expected outcome

      You should be able to tell when a post needs a disclosure and write a clear one in everyday language that your audience understands. You will be ready to label simple sponsored posts more confidently.

  • Intermediate

    390 credits

    • What you will learn

      You will study disclosures in video, stories, livestreams and short-form content, along with honest product claims and personal experience. Situations such as gifted items, long-term ambassadors and affiliate links in bios are also covered.

    • Purpose of this level

      Suited to learners who already add basic disclosures but want to handle different formats and trickier situations. The focus is on applying clear, consistent disclosure habits across all of their everyday content.

    • Expected outcome

      You should be able to apply consistent disclosures across different content formats, including fast-moving ones such as stories. You will be better prepared to avoid misleading claims when talking about sponsored products.

  • Advanced

    650 credits

    • What you will learn

      You will explore disclosure requirements in briefs and agreements, monitoring posts after publication and correcting missing labels. The material also compares the disclosure principle with expectations in other markets.

    • Purpose of this level

      Intended for brand teams and agencies who manage disclosures for many creators and campaigns at once. It covers how responsibilities are shared and how compliance can be checked at scale, as general guidance only.

    • Expected outcome

      You should be able to build disclosure checks into campaign workflows that involve many creators. You will be ready to explain clearly to partners what is expected of them, why it matters and how posts will be reviewed.

  • Expert

    955 credits

    • What you will learn

      You will examine internal disclosure policies, review processes, handling past mistakes and keeping up with guideline updates. Trade-offs between creative freedom and clear labelling are discussed, with the reminder that specific cases need qualified legal advice.

    • Purpose of this level

      Created for leaders who set disclosure policies for a brand, agency or creator network. It focuses on building a culture of transparency that protects audience trust over the long term, beyond individual posts.

    • Expected outcome

      You should be able to write and maintain a practical disclosure policy that teams and creators can follow. You will be better prepared to lead a consistent, trust-focused approach to sponsored content.