Disclosure

Source: https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf

Written disclosure:

• Simple explanations like "Thanks to [Brand Name] for the free product" are often enough if placed in a way that is hard to miss.
• So are terms like "advertisement," "ad," and "sponsored."
• On space-limited formats, "[BrandName]Partner" or "[Brand Name] Ambassador" are also options.
• It's fine (but not necessary) to include a hashtag with the disclosure, such as #ad or #sponsored.
• The disclosure should be in the same language as the endorsement itself.
• Don't assume a platform's disclosure tool is good enough, but consider using it in addition to your own, good disclosure.
• Don't mix your disclosure into a group of hashtags or links.

On-screen / video:

• If making an endorsement in a video, the disclosure should be in the video and not just in the description. Viewers are more likely to notice disclosures made in both audio and video. Some viewers watch without sound, others may not notice superimposed words.
• If your endorsement is in a picture, superimpose the disclosure over the picture and make sure viewers have enough time to notice and read it.

How to enable the paid-promotion tag: In YouTube Studio, go to "Content" in the sidebar, edit details for your video upload, click "Show more" at the bottom of the page, then tick "My video contains paid promotion like a product placement, sponsorship, or endorsement".

What to include:

• Include [Ad] upfront, meaning the first thing, in your video title.
• Disclose clearly and audibly as the first thing in your video that this is sponsored by [Brand Name]. If dedicated, follow straight on with the talking points and introduction to the game. If an integration, let the audience know there will be "more on that later" and integrate the ad read at the agreed point of the video. When ending the video, thank the audience and remind them this was sponsored by [Brand Name].
• Enable the "Paid Promotion" disclosure tag in YouTube Studio.
• Use the provided sponsored description message with the [Ad] disclosure upfront, above the fold, so viewers don't need to click "more" to see the ad copy.

On their own, these terms usually aren't enough. Without clear, branded, upfront language, regulators generally won't consider them valid disclosure.

• Collab
• #Sp
• Just tagging @SellerName without context
• Burying disclosures in hashtags or long captions

When in doubt: if it sounds like an endorsement, treat it like one.