Free tool · no login

FTC endorsement disclosure line generator

Pick the relationship and the format to get disclosure wording to say, show on screen and put in the caption, with placement notes and links to the FTC guidance behind them.

Say it

  • [Brand] paid me to make this video.
  • This is a paid ad for [Brand].

Show it on screen

  • Paid partnership with [Brand]
  • Ad

Caption

  • Ad: paid partnership with [Brand].
  • #ad [Brand] paid me for this post.

Placement and notes

  • Payment is a material connection, so say it even if your opinion is honest.
  • Put the disclosure in the video itself, not only in the caption. Say it and show it on screen: some people watch without sound and others miss small text.
  • Do not leave it to the end of the video. Put it near the start, with the endorsement.
  • Use plain words such as "ad", "advertisement" or "sponsored". Avoid "sp", "spon", "collab", or "thanks" on its own.
  • Use the same language as the ad itself.
  • A platform's paid partnership label can help, but do not rely on it alone.

Sources: Disclosures 101 for Social Media Influencers, FTC's Endorsement Guides: What People Are Asking, Health Products Compliance Guidance and the Consumer Reviews and Testimonials Rule Q&A, checked 30 October 2026. General information, not legal advice.

How it works

The FTC expects anyone endorsing a product to disclose a "material connection": being paid, getting free product, working for the brand, or a personal relationship.

  • Choose the relationship: paid creator, gifted product, employee, patient testimonial, or an actor or digitally created person.
  • Choose video, static or caption only.
  • Add the brand name and copy the lines.
  • Placement notes follow the FTC staff guidance for that format.

The wording is written from FTC staff guidance. No model writes it, so the same inputs always give the same lines.

Worked example

Paid creator, video, brand "Acme Health": say "Acme Health paid me to make this video", show "Paid partnership with Acme Health" on screen, and start the caption with "Ad: paid partnership with Acme Health".

Telehealth notes

Put the disclosure in the video itself, both spoken and on screen. FTC staff say disclosures only in a description, at the end of a video or behind a "more" link are likely to be missed (Disclosures 101 for Social Media Influencers).

Actors and digitally created people must not be presented as patients describing their own results. The FTC's rule on consumer reviews and testimonials, in effect since 21 October 2024, covers fake testimonials (FTC Q&A on the rule).

Patient testimonials must show results people can generally expect, or clearly say what they can expect (Health Products Compliance Guidance). More detail is in the FTC's Endorsement Guides Q&A.

Questions

Is #ad enough?

Plain words such as "ad", "advertisement" or "sponsored" are fine if people will see them. Avoid vague terms like "sp", "spon" or "collab", and do not bury the disclosure in a group of hashtags.

Does a platform paid partnership label count?

FTC staff say not to assume a platform tool is enough. Use it in addition to your own clear disclosure.

Do I need to disclose free product?

Yes. Free or discounted products and services are a material connection, even if the brand did not ask for a post.

This is general information from FTC staff guidance, not legal advice.