Real-world examples of influencer advertising disclaimers that actually work

The best examples of influencer advertising disclaimers in 2024–2025

Influencer marketing has grown into a multi-billion-dollar industry, and regulators have caught up. The FTC updated its Endorsement Guides in 2023 to spell out what they expect from creators and brands. That’s why marketers are hunting for examples of influencer advertising disclaimers that reflect current expectations, not what worked five years ago.

At a high level, the FTC’s position is simple: if there’s a material connection between the influencer and the brand (money, free product, affiliate commission, family relationship, etc.), that connection must be disclosed clearly and conspicuously.

You can read the FTC’s own guidance here:

• FTC Endorsement Guides: https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking

Let’s walk through specific, real-world style examples across platforms and formats.

Short-form social posts: Instagram and TikTok examples of influencer advertising disclaimers

Short-form video and feed posts are where most brands start. The FTC has been blunt: hashtags like #sp, #spon, or burying disclosures after a block of hashtags are not good enough.

Here are examples of influencer advertising disclaimers that line up with current expectations on Instagram and TikTok.

Sponsored Instagram post – paid flat fee

An influencer is paid a fixed amount to feature a skincare brand in their post.

Caption example:

Paid partnership with @GlowDermSkinCare – this post is an ad. They paid me to feature these products and share my honest experience.

Why this works:

• Uses plain language: “paid partnership” and “this post is an ad.”
• Disclosure appears at the start of the caption, not buried.
• Names the brand clearly.

You could also use:

Ad with @GlowDermSkinCare – I was paid for this post, but the opinions are my own.

TikTok video – sponsored content with in-video and caption disclosure

Creators often forget that viewers may never read the caption. The FTC expects the disclosure where people are actually looking: in the video itself.

Spoken and on-screen example:

At the first 2–3 seconds of the video, on-screen text reads:

AD – video sponsored by FreshFuel Energy Drink

The creator says out loud:

“This video is sponsored by FreshFuel – they paid me to try their new drink and share what I think.”

Caption example:

AD with @FreshFuel – they paid me for this video. Sharing my honest review.

This combination (spoken, on-screen, and in caption) is one of the best examples of how to handle TikTok sponsorships in a way that’s hard to misunderstand.

Affiliate links and promo codes: examples include clear commission language

Affiliate deals and discount codes are where many influencers quietly slip into non-compliance. The FTC has specifically called out vague language like “Thanks for the support” as not clear enough.

Instagram Story with swipe-up or link sticker

Story text example:

I earn a commission if you buy through this link – use code JAMIE15 for 15% off at FitForm.

Why this works:

• Uses the word “commission”, which the FTC likes for affiliate relationships.
• Puts the disclosure on the same screen as the link.

YouTube description – affiliate gear list

A tech reviewer includes affiliate links to camera equipment.

Description example:

Some of the links below are affiliate links. If you click and make a purchase, I may earn a commission at no extra cost to you. This helps support the channel.

Then lists products and links.

The FTC has said that “affiliate link” alone isn’t enough; you need to explain what that means. That’s why this kind of wording is safer.

For reference, see the FTC’s explanation of affiliate link disclosures in its Q&A: https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking

Long-form content: YouTube and podcast examples of influencer advertising disclaimers

Longer content opens up more room for nuance, but the same rule holds: the relationship has to be obvious to a reasonable viewer or listener.

YouTube integration – sponsored segment in the middle of a video

A creator has a 90-second sponsored segment in the middle of a 15-minute video.

Spoken example at the start of the segment:

“This part of the video is sponsored by SkillBoost. They paid to be featured here, and I’ll walk you through a few of their courses I’ve tried.”

On-screen text during the entire segment:

Sponsored segment – paid promotion by SkillBoost

Description example:

This video includes a paid sponsored segment by SkillBoost. They paid me to talk about their platform, but all opinions are my own.

This is a strong example of influencer advertising disclaimers working together: spoken, visual, and written.

Podcast host-read ad

Audio-only formats are tricky because there’s nothing visual to lean on. The FTC has said that audio ads need audio disclosures.

Host script example:

“Today’s episode is sponsored by GreenBank. GreenBank is paying to support this show, and I’m going to tell you about a savings offer I’ve been using myself.”

If the show notes include a link:

This episode includes paid sponsorship from GreenBank. We may earn a commission if you use the links below.

For more general guidance on audio and digital ad disclosures, the FTC’s “.com Disclosures” guide is still helpful: https://www.ftc.gov/business-guidance/resources/com-disclosures-how-make-effective-disclosures-digital-advertising

Blogs and newsletters: written examples of influencer advertising disclaimers

Blogs, email newsletters, and written reviews are still powerful. They also create a clear record regulators can review later, so the language matters.

Product review blog post – free product, no payment

A blogger receives a free vacuum cleaner to review but no direct payment.

Disclosure near the top of the article:

Disclosure: The HomeClean X3 vacuum in this review was sent to me for free by the manufacturer. I was not paid to write this review, and the brand did not have the right to approve or edit my opinions.

Even though no money changed hands, the free product is a material connection and needs to be disclosed.

Email newsletter – sponsored placement and affiliate links

Top-of-email example:

This newsletter includes a paid sponsorship from BrightBudget and affiliate links. If you sign up or buy through these links, I may earn a commission.

Inside the sponsored block:

Sponsored by BrightBudget – they paid to be featured in this email.

These are clean, direct examples of influencer advertising disclaimers in written formats that still feel natural to readers.

Live streams and real-time content: examples of influencer advertising disclaimers that keep repeating

Live content on Twitch, YouTube Live, Instagram Live, and TikTok Live introduces a timing issue: people join and leave constantly. A one-time disclosure at the start is not enough.

Gaming live stream – ongoing sponsorship

A streamer is sponsored by a PC hardware brand during a three-hour live stream.

Spoken disclosure at the start:

“Today’s stream is sponsored by HyperCore PCs. They’re paying to support the channel, and I’ll be talking about their new rigs during the stream.”

Recurring reminder every 20–30 minutes:

“Quick reminder: this stream is sponsored by HyperCore PCs – they’re paying to support the channel.”

On-screen overlay (persistent):

Sponsored by HyperCore PCs – paid partner

This pattern is one of the best examples for live content: clear at the start, repeated periodically, and visible the whole time.

Instagram Live – brand takeover

An influencer hosts an Instagram Live for a beauty brand’s account.

Spoken at the start and after breaks:

“I’m hosting this live for LumiGlow Beauty. They’re paying me to walk through their new skincare line and answer your questions.”

Pin a comment:

Paid live session with LumiGlow Beauty – this is a sponsored event.

Special cases: kids’ content, health claims, and AI-generated material

Some categories attract more scrutiny than others. If your campaigns touch children, health, or AI, you need sharper language.

Content aimed at children or families

Regulators in the U.S., UK, and EU are watching kids’ advertising closely. The FTC’s Children’s Online Privacy Protection Act (COPPA) and broader consumer protection rules apply.

For family-oriented content, use very plain language:

“This video is an ad for ToyBox. ToyBox paid us to show and talk about their toys.”

Avoid subtle or jokey disclosures. Parents and kids should both be able to understand that it’s advertising.

For broader context on children’s advertising and online protections, see the FTC’s COPPA resources: https://www.ftc.gov/business-guidance/resources/childrens-online-privacy-protection-rule-six-step-compliance-plan-your-business

Health, wellness, and medical-adjacent products

If an influencer is promoting supplements, weight-loss programs, or anything that sounds like a health claim, two things matter:

• Honest disclosure of the commercial relationship
• Avoiding unsubstantiated medical promises

Example of influencer advertising disclaimer for a supplement post:

Ad with NutriMax – they paid me and sent me these supplements for free. This is not medical advice, and results vary. Talk to your healthcare provider before starting any supplement.

For reliable health information you can cross-check against brand claims, sites like the National Institutes of Health and Mayo Clinic are solid starting points:

• NIH Office of Dietary Supplements: https://ods.od.nih.gov
• Mayo Clinic health information: https://www.mayoclinic.org/patient-care-and-health-information

AI-assisted content and synthetic media

Some regulators are starting to look at transparency around AI-generated content, especially if it affects how realistic an endorsement seems.

If an influencer uses AI to generate visuals or scripts for an ad, a simple line like this helps maintain trust:

This ad was created with AI-assisted visuals, but the opinions and voice are mine. I was paid by VisionTech to share this.

While not yet mandated everywhere, this is becoming one of the more forward-looking examples of influencer advertising disclaimers brands are adopting to stay ahead of expectations.

How to adapt these examples without getting into trouble

You might be tempted to copy-paste these as-is, but the smarter move is to treat them as templates and adjust for:

• Jurisdiction – The FTC rules apply in the U.S., but if your audience is in the UK or EU, you also need to consider rules from bodies like the UK’s Advertising Standards Authority (ASA) and EU consumer protection laws.
• Platform norms – TikTok viewers expect short, punchy wording; YouTube viewers can handle a sentence or two.
• Audience literacy – If you’re speaking to teenagers or a general consumer audience, use very plain language like “ad,” “paid partnership,” and “I earn a commission.”

Patterns that consistently show up in the best examples of influencer advertising disclaimers:

• The disclosure appears before or at the start of the promotion, not hidden at the end.
• The language is plain: “ad,” “sponsored,” “paid,” “commission.”
• The connection is specific: paid fee, free product, affiliate commission, or brand client.
• The disclosure matches the format: spoken for audio, on-screen for video, written near the link for text.

If you build your own language around those patterns, you’ll stay much closer to what regulators and platforms expect.

FAQ: short answers and more examples

What are some simple examples of influencer advertising disclaimers I can start using today?

Here are a few plug-and-play lines you can adapt:

• “Ad with @BrandName – they paid me for this post.”
• “Sponsored by @BrandName – I earn a commission if you buy through my link.”
• “The products in this video were sent to me for free by BrandName.”
• “This episode includes a paid sponsorship from BrandName.”

These may not be the fanciest, but they are among the best examples because they’re short, clear, and hard to misread.

Is #ad by itself a good example of a compliant disclaimer?

Sometimes. The FTC has said #ad at the very beginning of a caption can be sufficient, especially on platforms where hashtags are normal. But #ad at the end of a long caption, or buried after a wall of other hashtags, is a weak example. You’re much safer pairing #ad with plain language like “Paid partnership with @BrandName – this post is an ad.”

Do I need different examples of influencer advertising disclaimers for free products versus paid posts?

Yes. If you were paid money, say so: “They paid me for this post.” If you got free product only, make that clear: “BrandName sent me this product for free to review.” Both are material connections, but regulators like to see the nature of the relationship spelled out.

What’s an example of a bad disclaimer that I should avoid?

Weak, risky examples include:

• “Thanks to BrandName!” with no mention of payment or free product
• “Partner” or “collab” without saying it’s paid
• “Affiliate link” without explaining that you earn a commission

These are exactly the kinds of vague disclosures the FTC has criticized in recent years.

In other words, the strongest examples of influencer advertising disclaimers all share the same DNA: they’re obvious, early, and honest about the money or benefits changing hands. Use the real examples above as a starting kit, and then work with your legal team to tune the language for your markets and platforms.