The FTC (Federal Trade Commission) requires bloggers to disclose material connections to the products and services they recommend. An affiliate link is a material connection. This is not optional, and it has been the law since 2009 — with updated guidance issued in 2023. Despite this, a large percentage of bloggers either do not disclose at all or bury their disclosure in a way that fails to meet the standard. This guide explains what you actually need to do, in plain language.
What the FTC actually requires
The FTC requires that disclosures be clear, conspicuous, and close to the relevant claim. "Clear" means using plain language a reader can understand. "Conspicuous" means placed where a reader will see it — not in a footer, not buried in a policy page, not in light grey text. "Close to the relevant claim" means near the affiliate link itself, not only at the top of a 3,000-word post where someone might not read it before clicking.
What counts as adequate disclosure
A statement like "This post contains affiliate links. If you purchase through my links, I may earn a small commission at no extra cost to you" — placed at the top of the post, in visible text — meets the standard for most blogging contexts. In an email newsletter, the same disclosure should appear near the beginning, before your first link.
On social media, the FTC specifically requires that disclosures appear in the post itself — not in the profile bio, not in the comments. "#ad" or "#affiliate" at the beginning of a caption is the accepted shorthand.
What does not count as adequate disclosure
- A disclosure page linked from your footer but not visible on individual posts.
- The word "disclosure" at the top of a post with no explanation of what is being disclosed.
- A disclosure buried at the bottom of a long post where a reader would click the link before reaching it.
- A disclosure that uses legal jargon a typical reader would not understand.
How to disclose without sounding awkward
The most natural disclosure approach I have seen is to treat it as a statement of integrity rather than a legal disclaimer. "I only recommend products I use and trust. Some of the links in this post are affiliate links, which means I may earn a commission if you purchase through them — at no extra cost to you." This reads as genuine, builds trust, and meets the legal standard.
International readers: check your local laws
The FTC guidelines apply to US bloggers and any blogger targeting a US audience. The UK, EU, and Australia have similar — and in some cases stricter — requirements. If you have international readers, research the disclosure requirements in your highest-traffic regions.
Frequently asked questions
What happens if I don't disclose?
The FTC has issued warning letters to large influencers and fined companies for undisclosed partnerships. Individual bloggers are at lower risk of enforcement, but the reputational risk of being called out publicly for non-disclosure is real — and growing as audiences become more sophisticated.
Do I need to disclose every affiliate link in a post?
A single disclosure at the top of a post that states all links in the post may be affiliate links is generally sufficient. You do not need to add a disclosure next to every individual link.