Your Brand Took the Money. Now Fix the Disclaimer.

Why sponsorship disclaimers are suddenly everyone’s problem

Money and messaging have always been tangled, but the internet turned that knot into a full‑blown mess. One viral post, one bad sponsor, and suddenly people are asking: Did you recommend this because it’s good, or because you got paid?

Regulators noticed. In the United States, the Federal Trade Commission (FTC) has made it very clear: if there’s a “material connection” between you and a brand — money, free products, affiliate commissions, travel perks, you name it — your audience has a right to know.

So where does a sponsorship disclaimer fit into this? It’s not just a courtesy. It’s part legal shield, part trust signal. Think of it as a short, plain‑English explanation of three things:

• There is a sponsorship or paid relationship.
• That relationship may influence content.
• You and the sponsor are separate parties with separate opinions and liabilities.

Sounds simple. But when you start layering in podcasts, livestreams, newsletters, nonprofit donors, and government grants, it gets messy pretty fast.

“Paid partnership” vs. “we’re not responsible”

A lot of creators and organizations mix up two different goals:

• Disclosure – telling people you’re getting something of value.
• Limitation of liability – telling people what you aren’t responsible for.

A sponsorship disclaimer usually does both. It can:

• Tell your audience you’re being compensated in some way.
• Clarify that you don’t control the sponsor’s products, services, or conduct.
• Distance your opinions from the sponsor’s views, and vice versa.
• Remind people that nothing you say is legal, financial, or medical advice.

When a mid‑size podcast network I worked with started running ads for a fintech app, their legal team was pretty blunt: “If this app screws up someone’s money, we don’t want listeners claiming you told them it was safe.” Their solution was simple — a short, consistent audio disclaimer before and after the ad block, and a written disclaimer in the show notes.

Did it magically erase all risk? Of course not. But it made their position a lot clearer.

Where the law actually comes in

If you’re in the US or reaching US consumers, you should assume the FTC Endorsement Guides apply. They’re not criminal law, but they’re taken seriously. The FTC expects:

• Clear and conspicuous disclosures – easy to see, hear, and understand.
• No hiding the ball – no vague “may contain affiliate links” when every link pays you.
• Consistency – the same relationship should be disclosed in similar ways across platforms.

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

A sponsorship disclaimer doesn’t replace proper disclosures (like “Paid partnership with X” on Instagram or “This video is sponsored by Y” spoken on YouTube). It supports them, fills in the context, and helps manage expectations about responsibility.

So what does a good sponsorship disclaimer actually say?

Let’s get practical. Most solid sponsorship disclaimers hit a few recurring themes:

• Transparency – “We receive compensation…”
• No blanket endorsement – “Inclusion of a sponsor does not imply our endorsement…”
• No shared liability – “We are not responsible for the actions, products, or services of our sponsors…”
• No professional advice – “Content is for informational purposes only…”
• Do your own homework – “You should conduct your own research or consult a professional…”

How you phrase it depends on who you are.

For creators and influencers: the “yes, I got paid” disclaimer

Imagine a YouTuber who reviews tech gadgets. They get a sponsorship from a VPN provider. In the video description and on their website, a realistic disclaimer might look something like this:

Sponsorship & Affiliate Disclosure
Some of the products and services featured in this content are provided by sponsors or through affiliate partnerships. We may receive payment, free products, or other benefits when you click on links or sign up using our codes.

Our opinions are our own. A sponsor’s appearance in this content does not mean we guarantee their products or services will meet your needs. Please review all terms, conditions, and privacy policies directly with the sponsor before making any purchase or signing up for any service.

Notice what’s going on there. It’s not apologizing for getting paid. It’s just honest about the relationship and clear that the viewer still has to make their own decision.

A Twitch streamer I spoke with took it a step further. After a messy incident with a now‑defunct crypto sponsor, they added a short on‑screen disclaimer during every sponsored segment: “Sponsored content. Do your own research. We are not financial advisors.” It looked a bit blunt, but their chat actually appreciated the directness.

For podcasts: when your voice carries weight

Audio is tricky because people often listen while driving, working out, or half‑asleep on the couch. They’re not reading fine print.

A weekly business podcast that partners with software companies uses a simple spoken disclaimer at the start of each episode:

“This episode includes paid sponsorships. Our interviews and discussions are for informational purposes only and are not investment, legal, or tax advice. Always do your own research and consult your own advisors before making financial decisions.”

On their website, under “Sponsorships,” they expand it:

We work with sponsors whose products or services we believe may be relevant to our audience. However, inclusion of a sponsor in our content does not represent an endorsement or guarantee by [Podcast Name]. We do not investigate or monitor sponsor claims, and we are not responsible for any loss or damage arising from your dealings with sponsors.

Is it a bit formal? Sure. But when you’re talking about money, formal is better than vague.

For nonprofits: donors, grants, and awkward optics

Nonprofits live in a different world. They have donors, corporate sponsors, and sometimes government grants. And yet, they still need to show independence.

Take a health nonprofit that runs a conference sponsored by a pharmaceutical company. Their legal counsel insisted on a disclaimer on the event page and program:

Sponsorship of this event by [Company Name] does not imply [Nonprofit Name]’s endorsement of any specific product, treatment, or service. Educational content is developed independently and reflects the views of the individual speakers, not necessarily those of [Nonprofit Name] or any sponsors.

Information shared at this event is for educational purposes only and should not be considered medical advice. Patients should always consult their own healthcare providers about diagnosis and treatment.

That last sentence matters. When your content touches health, law, or finance, you’re playing in regulated territory. Organizations like the National Institutes of Health (NIH) and Mayo Clinic are very explicit about the difference between education and medical advice. You can see that style in action here:

• NIH disclaimers: https://www.nih.gov/about-nih/disclaimer
• Mayo Clinic legal notices: https://www.mayoclinic.org/about-this-site/legal-notices

For events and conferences: logos everywhere, responsibility nowhere

If you’ve ever been to a big industry conference, you’ve seen the sponsor walls: logos on banners, lanyards, slides, and swag bags. It’s easy for attendees to assume sponsors are somehow vetting the event — or that the event is vouching for every sponsor.

One tech conference I advised took a very plain approach in its registration terms:

Our events are supported in part by sponsors. Sponsor participation, branding, or presentations do not constitute an endorsement by [Event Organizer] of any sponsor, or by any sponsor of [Event Organizer].

We do not control and are not responsible for the content of sponsor sessions, booths, or materials. Any interactions you have with sponsors, including business decisions or purchases, are solely between you and the sponsor.

They also added a shorter version to the footer of the event website and printed program. Not flashy. Just clear.

For government‑related content: extra sensitive territory

If you’re working with or around government agencies, be careful with how you frame the relationship. In the US, many federal sites carry some version of this idea:

Reference to any specific commercial product, process, or service by trade name, trademark, manufacturer, or otherwise does not constitute or imply its endorsement, recommendation, or favoring by the United States Government.

You’ll see similar language across .gov sites. For example, the U.S. Department of Health & Human Services explains its policy on external links and endorsements here:

• HHS disclaimer and linking policy: https://www.hhs.gov/about/agencies/asa/web-policies/disclaimer-policy/index.html

If your project receives a government grant or partnership, it’s common to have a line like:

Funding for this project was provided in part by [Agency]. The views expressed are those of the authors and do not necessarily reflect the official views or policies of [Agency] or the United States Government.

That little “do not necessarily reflect” phrase shows up everywhere for a reason.

Where to put your sponsorship disclaimer so it’s not useless

You can write the cleanest disclaimer in the world and still get in trouble if no one ever sees it. Placement matters.

In practice, people tend to do a mix of:

• Website footer – a general disclaimer page linked site‑wide.
• Dedicated “Sponsorships” or “Partners” page – more detailed explanation of how you work with sponsors.
• Contextual notes – on specific pages, episodes, posts, or event materials that involve sponsors.
• On‑screen or spoken disclosures – for video, audio, and livestream formats.

Think of your main sponsorship disclaimer as the “master policy,” and your in‑content disclosures as the “heads‑up” moments.

A newsletter I subscribe to does this nicely. In every sponsored issue, the top banner says: “This edition is sponsored by [Brand].” At the bottom, there’s a short line: “Sponsorships help keep this newsletter free. Inclusion of a sponsor does not equal endorsement. Always do your own research.” On their website, a longer disclaimer explains their criteria for accepting sponsors.

Common mistakes that quietly ruin your disclaimer

A few patterns pop up again and again:

Being too vague.
“May receive compensation” when you obviously do receive compensation is just asking for trouble. If you get paid, say so.

Burying it.
If your disclaimer is 3,000 words into a page no one reads, regulators won’t be impressed. The FTC uses the phrase “clear and conspicuous” for a reason.

Copy‑pasting from someone else.
Your risk profile, sponsors, and audience are not identical to a random blog you found on page three of Google. Use examples as inspiration, not as a template you blindly clone.

Forgetting social and short‑form platforms.
If you’re active on TikTok, Instagram Reels, or Shorts, you still need to disclose sponsorships. Short caption? Fine. No disclosure at all? Not fine.

Mixing sponsorship with advice.
“Sponsored by a broker” and “Here’s the stock you should buy” in the same breath is a legal headache waiting to happen. If you’re in finance, health, or law, your disclaimer should clearly separate general information from personalized advice.

How to draft your own sponsorship disclaimer without sounding like a robot

You don’t need to write like a statute. In fact, plain language is usually safer because people actually understand it.

A simple way to build your own:

• Start by naming the relationship: “We work with sponsors and affiliate partners…”
• Explain what that means in practice: “We may receive fees, commissions, or other benefits…”
• Draw the line on responsibility: “We don’t control and aren’t responsible for sponsor products or services…”
• Set expectations on advice: “Information is for general informational purposes only…”
• Encourage independent judgment: “You should make your own decisions and, where appropriate, consult a professional…”

Then, read it out loud. If it sounds like something you’d actually say to a friend who asked, “Hey, are you getting paid for this?” you’re probably in the right ballpark.

And yes, if you’re dealing with anything regulated — health, finance, law, kids’ products, anything that could hurt people — it’s worth having an attorney review your language. A short consult now is cheaper than a regulatory inquiry later.

FAQ: Sponsorship disclaimers people actually ask about

Do I really need a sponsorship disclaimer if I already use #ad or “paid partnership” tags?
Probably. Platform tags and hashtags help with immediate disclosure, but a sponsorship disclaimer gives broader context and sets expectations about liability and independence. Think of it as the policy behind the hashtag.

Can a disclaimer completely protect me from lawsuits?
No. A disclaimer is one layer of risk management, not a magic shield. If you mislead people or promote something dangerous, a paragraph of legalese won’t save you. But clear, honest disclaimers can reduce confusion and show regulators you’re trying to play by the rules.

Is it enough to put the disclaimer only on my “Legal” page?
Usually not. A central legal page is helpful, but for sponsorships, regulators expect disclosures to appear close to the sponsored content itself. Use both: a general disclaimer page and context‑specific notices.

What if the sponsor writes the copy for their own segment?
You’re still responsible for what appears in your content or at your event. If a sponsor provides copy, you should review it, make sure it doesn’t overpromise, and surround it with your own disclosures and disclaimers.

Do nonprofits really need sponsorship disclaimers?
Yes, especially if sponsors are in sensitive industries (pharma, finance, food, children’s products). Donors and sponsors can create perceived bias. A clear disclaimer helps protect your independence and your reputation.

This article is for informational purposes only and does not constitute legal advice. Laws and regulations change, and how they apply to you will depend on your specific situation. Consider consulting a qualified attorney familiar with advertising and consumer protection law in your jurisdiction before finalizing any legal disclaimer or sponsorship policy.