Best examples of general advertising disclaimer examples brands actually use

Real‑world examples of general advertising disclaimer examples you can model

Let’s start where most people actually need help: seeing real examples of general advertising disclaimer examples that you can adapt, not copy‑and‑paste legalese that scares customers away.

Below are several common patterns you’ll see in modern ads, landing pages, and social campaigns, along with sample wording that fits 2024–2025 expectations.

1. “Results may vary” performance disclaimer

This is one of the best examples of a general advertising disclaimer for products that promise improvement: fitness, skincare, productivity tools, even language apps.

Sample wording:

“Results may vary. Individual results depend on factors such as current fitness level, diet, and consistency. We do not guarantee specific results or timelines.”

Where it works:

• Before‑and‑after photos in weight‑loss or skincare ads
• Case studies showing standout performance from a subset of users
• Any campaign that leans on transformation stories

Why it matters: The U.S. Federal Trade Commission (FTC) expects advertisers not to overstate typical results. Their Endorsement Guides make it clear that if you show exceptional results, you need to clarify what most people can reasonably expect.¹

2. “Informational only” health and wellness disclaimer

Health‑adjacent brands—supplements, wellness apps, fitness programs—need a general advertising disclaimer that separates information from medical advice.

Sample wording:

“The information in this advertisement is for educational and promotional purposes only and is not a substitute for professional medical advice, diagnosis, or treatment. Always consult your physician or other qualified health provider with any questions you may have regarding a medical condition.”

Where it works:

• Supplement product pages and email campaigns
• Fitness program sales pages that reference weight loss or disease risk
• Wellness blogs that also promote paid programs

For higher‑risk health claims, it’s smart to align your approach with guidance from sites like NIH.gov and CDC.gov, which emphasize clear, accurate health communication.

3. General advertising disclaimer example for testimonials and reviews

User testimonials are powerful—and risky—because they can imply guarantees. Strong examples of general advertising disclaimer examples in this area are short, repetitive, and placed right next to the testimonials.

Sample wording:

“Testimonials reflect individual experiences and opinions. They do not represent guaranteed results and may not be typical for all customers.”

Where it works:

• Testimonial carousels on landing pages
• Video case study snippets used in paid social
• Influencer quote graphics in Instagram or TikTok ads

Under the FTC’s rules, if you highlight an outcome that’s better than what most people get, you either need to disclose what typical results are, or avoid implying that outcome is standard.¹

4. “No guarantee of earnings” for business and income claims

If your product or service touches money—coaching programs, online courses, SaaS tools that promise more sales—you need a general advertising disclaimer that makes clear you’re not promising income.

Sample wording:

“We do not guarantee any specific earnings or results. Any income or sales figures referenced are illustrative of individual experiences and should not be considered typical. Your results will depend on your own efforts, market conditions, and other factors beyond our control.”

Where it works:

• Sales pages for business coaching and consulting
• Webinars about “scaling your agency” or “growing your ecommerce brand”
• Landing pages for marketing automation or lead‑gen software

This is one of the best examples of general advertising disclaimer examples to keep regulators and unhappy customers at bay when expectations get out of control.

5. “Not financial or legal advice” disclaimer

Content‑driven brands in finance and law rely heavily on an informational‑only general advertising disclaimer. You’ll see this language on blogs, newsletters, and YouTube descriptions.

Sample wording:

“This content is for informational and advertising purposes only and does not constitute financial, investment, or legal advice. You should consult with a qualified professional for advice tailored to your situation.”

Where it works:

• Lead‑gen pages for financial planners or investment apps
• Law firm articles that also promote consultations
• Personal finance blogs that run ads for credit cards or loans

The SEC and FTC both pay attention to misleading financial promotions. While a disclaimer won’t save you from outright false claims, it helps set expectations and clarify the nature of the content.

6. “Limited‑time and availability” pricing disclaimer

Promos, sales, and “only 3 left” scarcity tactics can easily cross the line into deceptive advertising if they’re not accurate. A general advertising disclaimer can keep things honest and legally safer.

Sample wording:

“Prices and offers are subject to change or withdrawal without notice. Discounts and promotions may be limited by time, inventory, or location.”

Where it works:

• Holiday or seasonal sale campaigns
• Flash sale banners on ecommerce sites
• Email promotions with tiered discounts

This type of general advertising disclaimer example is especially useful when you’re running dynamic pricing or inventory‑based offers.

7. “Third‑party and affiliate relationship” disclaimer

If you earn commissions or have affiliate relationships, regulators want that relationship to be obvious. The FTC has been increasingly vocal about this in 2023–2024 updates.

Sample wording:

“Some of the links and recommendations in this advertisement may be affiliate links. This means we may earn a commission if you purchase through these links, at no additional cost to you. Our opinions are based on our own evaluation.”

Where it works:

• Blog posts that include product roundups
• YouTube video descriptions promoting tools or gear
• Email newsletters that recommend partner products

The FTC’s advertising and endorsement guidance¹ specifically calls out the need for clear, conspicuous affiliate disclosures—not buried in a footer.

8. “No endorsement by platforms or partners” disclaimer

If you advertise on or integrate with big platforms (Apple, Google, Meta, Amazon), you’ll often need a general advertising disclaimer clarifying that they don’t endorse you.

Sample wording:

“This promotion is not sponsored, endorsed, or administered by, or associated with, [Platform Name]. All trademarks are the property of their respective owners.”

Where it works:

• Social media giveaways and contests
• Apps that integrate with Apple, Google, or Shopify
• Ads that mention third‑party brand names or marks

This is a classic example of general advertising disclaimer examples that protect you from trademark and brand confusion issues.

How to use these examples of general advertising disclaimer examples without scaring customers away

You’ve seen the examples. The next challenge is making them work in real campaigns without tanking conversion rates.

Here are practical ways to weave these examples of general advertising disclaimer examples into your creative without turning everything into a legal document.

Match the disclaimer to the risk level

Not every ad needs a wall of text. A short “Results may vary” line might be enough for a mild claim, while a weight‑loss product making health‑related promises needs something closer to a full informational disclaimer.

Think about:

• Risk to consumer: Health, safety, and finances demand stronger language.
• Regulatory attention: Heavily regulated industries—health, finance, education—should stay closer to official guidance from sources like FDA.gov and NIH.gov.
• Likelihood of misunderstanding: The more aspirational the claim, the clearer the general advertising disclaimer should be.

Place disclaimers where users actually see them

Regulators care about clear and conspicuous disclosure. That means:

• Near the claim it qualifies, not hidden in a footer
• Large enough to read on mobile
• In a color and style that doesn’t blend into the background

If your best examples of general advertising disclaimer examples live only in your global terms and conditions, you’re not really protecting yourself.

Keep the tone consistent with your brand

A general advertising disclaimer doesn’t have to sound like it was written in 1950 by a typewriter. You can stay accurate and still sound human.

For example, instead of:

“No warranty, express or implied, is made as to the accuracy of the information contained herein.”

Try:

“We work hard to keep this information accurate and up to date, but we can’t guarantee it’s perfect or right for your specific situation.”

The legal meaning is similar, but the second version feels more aligned with modern brand voice while still functioning as a general advertising disclaimer example.

Trends shaping general advertising disclaimers in 2024–2025

Advertising law hasn’t suddenly changed, but enforcement priorities and consumer expectations have. That affects how you should think about examples of general advertising disclaimer examples going forward.

More scrutiny of influencer and social ads

Regulators are watching social platforms closely. The FTC has repeatedly updated its guidance on influencer marketing and endorsements, emphasizing that disclosures must be:

• Clear (plain language like “paid partnership” or “ad”)
• Hard to miss (not buried in a sea of hashtags)
• In the same format as the content (spoken in videos, visible in Stories)

This means your general advertising disclaimer examples for influencer campaigns need to be short, obvious, and repeated—not just tucked into a one‑time caption.

AI‑generated content and synthetic media

As AI‑generated images and copy become standard in marketing, brands are starting to include disclaimers clarifying what’s illustrative versus real.

Emerging example of general advertising disclaimer language:

“Some images and scenarios in this advertisement are simulated or AI‑generated and are for illustrative purposes only. Actual product appearance and performance may differ.”

You’re likely to see more of this language in 2024–2025, especially in industries where realism matters: travel, real estate, health, and finance.

Health and wellness claims under the microscope

Supplements, biohacking, and wellness products continue to grow, and so does regulatory attention. The FDA and FTC both monitor unsubstantiated health claims, especially on social media.

If you’re anywhere near health, your best examples of general advertising disclaimer examples should:

• Avoid implying disease treatment or cure unless you’re actually approved for that
• Encourage consultation with qualified health professionals
• Clarify that statements have not been evaluated by regulators where applicable

For a grounding in how regulators think about health promotion and risk communication, the CDC’s health communication resources are a good reference point.²

Building your own general advertising disclaimer from these examples

Use the examples of general advertising disclaimer examples above as building blocks, then tailor them to your product, jurisdiction, and risk profile.

A simple way to approach this:

• Identify your highest‑risk claims. Anything about money, health, safety, or guaranteed results goes on this list.
• Map each claim to a disclaimer type. Performance, informational, earnings, affiliate, platform, or availability.
• Draft short, plain‑English language. Use the real examples in this guide as starting points.
• Review with legal counsel. They can adjust for your industry and the states or countries where you advertise.
• Test placement and impact. A/B test different positions and lengths so you’re balancing clarity with conversion.

Remember: a general advertising disclaimer is there to clarify, not to hide bad behavior. If your claim would still be misleading with a disclaimer, the problem is the claim, not the missing fine print.

FAQ about general advertising disclaimers

What are some common examples of general advertising disclaimer examples?

Common examples include:

• “Results may vary” for performance and transformation claims
• “For informational purposes only, not medical advice” for health and wellness content
• “No guarantee of earnings” for business and income claims
• “Not financial or legal advice” for content that touches those areas
• “Some links may be affiliate links” for monetized recommendations
• “This promotion is not sponsored or endorsed by [Platform]” for social contests and integrations

These examples of general advertising disclaimer examples are widely used because they align with how regulators expect advertisers to qualify their claims.

Do disclaimers actually protect you from liability?

They help, but they’re not magic. Regulators like the FTC are clear: you can’t fix a deceptive claim with a disclaimer. What disclaimers can do is:

• Clarify the limits of your claims
• Help prevent reasonable misunderstandings
• Show that you’re trying to communicate honestly

If your ad is fundamentally misleading, no example of a general advertising disclaimer will save it.

Where should I put my advertising disclaimers?

Best practice is to place them:

• Near the claim they qualify (on the same screen or right below it)
• In readable font size and color
• In video or audio, spoken or captioned clearly

Global footer language and dense terms pages are fine as backups, but they’re not enough on their own. Your best examples of general advertising disclaimer examples should be visible where decisions are made—on product pages, checkout flows, and ad creatives.

Do I need different disclaimers for different countries?

Often, yes. Advertising and consumer protection laws vary by jurisdiction. The general patterns in this article are widely recognized, but specific wording or required notices can differ between the U.S., EU, UK, and other markets.

A practical approach is to start with the examples of general advertising disclaimer examples here, then have local counsel adapt them for your key markets.

Bottom line: use these real‑world examples of general advertising disclaimer examples as a working toolkit. Keep the language plain, place it where people actually see it, and pair it with honest, evidence‑based claims. That combination does far more for your brand—and your legal risk—than any wall of unread fine print.

References
[1] FTC – Endorsement Guides: What People Are Asking: https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking
[2] CDC – Health Communication: https://www.cdc.gov/healthcommunication/index.html
[3] NIH – Office of Dietary Supplements: https://ods.od.nih.gov/