The internet makes disclosure look optional. It isn't. In the US, if a brand pays you or sends you free stuff, the FTC expects you to tell your audience clearly — and that applies whether you have 500 followers or 500,000. The good news: doing it right takes about four words, and once you know the rules they're genuinely simple. Here's the plain-English version for pet creators.
When you have to disclose
The trigger is a "material connection" — basically any reason a viewer might not realize your enthusiasm could be influenced. For pet creators that means disclosing when:
- You're paid to post (a sponsored post or brand deal).
- You got the product free or discounted — even if you weren't paid, and even if the brand didn't ask you to post. Gifted toys, food, beds, and PR packages all count.
- You earn a commission — affiliate links, TikTok Shop, an Amazon storefront.
- You're a brand ambassador or have any ongoing relationship or perks.
- You have a personal connection to the brand (you work there, a family member does, etc.).
If none of those apply — you bought the harness yourself and just love it — you don't need to disclose. But the moment value changes hands, you do.
How to disclose the right way
The FTC's standard is "clear and conspicuous." In practice:
- Put it up front, in plain words. "#ad" or "#sponsored" near the start of the caption, not buried at the end behind twenty hashtags. Plain terms like "advertisement," "sponsored," or "paid partnership" are clearest.
- For video, say it and show it. A disclosure only in the description can be missed. Add it on-screen and mention it out loud, early — before the sales part.
- Match the audience's language. If you post in another language, disclose in that language too.
- Platform tools help, but don't fully replace your own. Instagram's "Paid partnership" label and TikTok's disclosure toggle are good to use, but the FTC has said a platform tag alone may not always be enough — pairing it with a clear #ad is the safe habit.
- Affiliate links need it too. A simple "I earn a small commission if you buy through my links" does the job.
Copy-paste disclosure lines
Steal these and adapt them to your voice:
Common mistakes to avoid
- Burying it in hashtags. "#ad" as the 19th hashtag doesn't count as conspicuous.
- Vague codes. "sp," "collab," "thanks [Brand]," or "ambassador" alone are considered unclear. Use "ad," "sponsored," or "paid partnership."
- Disclosing only in your bio or on a separate page. It has to be on the post itself.
- Assuming small accounts are exempt. There's no follower threshold — the rules apply to everyone.
- Skipping gifted posts. "They didn't pay me" isn't a loophole; free product is a material connection.
Take the free 2-minute quiz to find the income stream that fits you — then disclose like a pro from post one.
FAQ
Do I have to disclose free products I wasn't paid for?
Yes. Receiving a product for free (or at a discount) is a material connection, even if the brand never asked you to post and you got no cash. Tag it clearly as gifted.
Is #ad in the hashtags enough?
Only if it's clear and conspicuous — near the top, not buried in a hashtag pile at the end. Putting "#ad" or "paid partnership" at the start of the caption is the safe habit; for video, add it on-screen and say it too.
Do affiliate links and Amazon storefronts need disclosure?
Yes. Earning a commission is a material connection. A short line like "affiliate links, I may earn a commission" covers it. See our Amazon Influencer guide for the storefront specifics.
Does Instagram's "Paid partnership" tag cover me by itself?
It helps and you should use it, but the FTC has indicated a platform label alone may not always be sufficient. Pair it with a clear written disclosure to be safe.
Next: land the deals you'll be disclosing with how to get pet brand deals, price them with pet influencer rates, or set up affiliate income via the Amazon Influencer Program.