Post an affiliate link on Instagram without a disclosure, and you're not just risking a slap on the wrist. The FTC can fine a business up to tens of thousands of dollars per violation, and while most first-time creators get a warning letter instead of a fine, that letter still shows up in your inbox with your name on it. If you're just starting out with affiliate marketing, here's what you actually need to do, without wading through pages of legal text.
What the FTC Actually Wants From You
The rule behind all of this comes from the FTC's Endorsement Guides. Strip away the legal language and it comes down to one idea: if you get paid, get free stuff, or get a commission for recommending something, you have to tell people before they click the link.
That's it. The FTC doesn't care if you call it a "disclosure," a "disclaimer," or a "heads up." It cares about three things:
- The person reading or watching has to see it before they take action (clicking, buying, signing up).
- It has to be clear. Not buried, not in industry jargon, not hidden behind a "more" button.
- It has to be honest about the relationship. "I earn a commission" is honest. "I love this product" with no mention of payment is not, if money changed hands.
This applies whether you're a first-time blogger with 200 readers or a creator with a million followers. Size doesn't exempt you. Neither does thinking "everyone already knows influencers get paid." The FTC has said that assumption isn't good enough.
The Words "Ad" and "Affiliate Link" Are Not Interchangeable
A lot of new creators think any disclosure works as long as it's somewhere on the page. In practice, some wording is stronger than others.
Weak or risky:
- "Some links may be affiliate links" (vague, doesn't confirm anything)
- "#sp" or "#spon" (too abbreviated, easy to misread)
- Disclosure only in your bio, not on the specific post
Stronger and generally accepted:
- "This post contains affiliate links. I earn a commission if you buy through them, at no extra cost to you."
- "#ad" or "#affiliate" placed clearly, not buried in a string of 30 other hashtags
- "I was given this product for free in exchange for an honest review."
The safest approach in our experience is to just say plainly that you make money from the link. You don't need clever phrasing. You need clarity.
Where to Put Your Disclosure (Platform by Platform)
Different platforms have different habits, but the underlying rule stays the same everywhere: the disclosure needs to be seen before someone acts on your recommendation.
Instagram and TikTok
Put the disclosure in the caption itself, not just the bio, and not only in a Story that disappears in 24 hours. If you're doing a video, say it out loud in the first few seconds and also show it as on-screen text. Platforms like Instagram have a built-in "Paid Partnership" tag for sponsored content, but that tag is meant for brand deals, not standard affiliate links, so you often still need your own written disclosure too.
YouTube
Use the built-in "includes paid promotion" checkbox when it applies, and also mention it verbally near the start of the video. Many creators add it again in the pinned comment or video description, right next to the actual links. Don't rely on the description alone since a lot of viewers never open it.
Blog Posts and Email
This is the easiest platform to get right because you have space. Add a short disclosure sentence near the top of the post, before the first affiliate link appears, not buried in a footer at the bottom. For email, put it near the top of the email or right before the linked product mention, not just in a tiny unsubscribe-style footer that nobody reads.
Common Disclosure Mistakes That Still Get Flagged
Even well-meaning creators mess this up in predictable ways. Here are the ones we see most often:
- Disclosure only on the website's "about" page. If someone lands on a single blog post from a Google search or Pinterest pin, they may never see your about page. Disclose on the post itself.
- Assuming a link shortener is enough. Links styled like "amzn.to/xyz" don't tell anyone it's an affiliate link. The URL itself is not a disclosure.
- Putting the disclosure after the recommendation. If you spend three paragraphs praising a product and only mention the affiliate relationship at the very end, that's considered too late by FTC standards.
- Using humor or vague language instead of a clear statement. Jokes like "link is a little sus" don't count. Say what the relationship actually is.
- Forgetting recurring content. If you have an evergreen blog post from two years ago that still has active affiliate links, it still needs a disclosure. Old content isn't grandfathered in.
A Simple Template You Can Copy Today
If you're not sure what to write, here are three short, tested phrasings you can adapt right now. Pick the one that fits your voice, but keep the core meaning intact.
For blog posts: "This post contains affiliate links. If you click through and make a purchase, I may earn a small commission at no extra cost to you."
For short-form social captions: "This is an affiliate link, meaning I earn a commission if you buy through it."
For video (spoken, near the start): "Quick note before we get into this: some of the links below are affiliate links, so I'll earn a small commission if you use them."
You can adjust tone, but don't cut the two key facts: it's a paid or commissioned link, and there's no extra cost to the buyer (if that's true in your case).
Quick Answers to Questions Creators Ask
Do I need to disclose if I only got a free product, not cash? Yes. Free products, discounts, and early access all count as compensation under FTC guidance, not just direct payment.
What if my audience is small, like under 1,000 followers? The rule doesn't have a follower minimum. It applies the same way regardless of audience size.
Is one disclosure on my homepage enough for my whole site? Typically not. Disclosures need to be close to the specific content that includes the affiliate link, not just somewhere on the site in general.
Can I disclose once at the start of a YouTube channel and skip it in future videos? No. Each video or post that contains affiliate links generally needs its own disclosure, because viewers may land on any single video without seeing the others.
Action Steps: Your Disclosure Checklist
Before you publish anything with an affiliate link, run through this list:
- Say plainly that it's an affiliate link or that you'll earn a commission.
- Place the disclosure where people will actually see it before clicking, not buried in a bio, footer, or "read more" section.
- Match the format to the platform: spoken and on-screen for video, in-caption for social, near the top for blog posts and email.
- Use plain words like "affiliate link" or "commission" instead of vague hints.
- Re-check older, still-active posts and update any that are missing a clear disclosure.
Get these five habits in place and you're covering the core of what the FTC expects, without needing a lawyer or a 40-page policy document.