Free FTC Disclosure Checker for Sponsored Posts
The FTC requires that any material connection between a brand and a creator — payment, free product, an affiliate cut — be disclosed clearly and conspicuously. "Clearly" means an unmistakable term like #ad or "Paid partnership," not vague tags like #sp or #collab. "Conspicuously" means it can't be buried at the end of a caption or inside a wall of hashtags where nobody sees it. This free checker reads a caption and flags the exact problems.
Free FTC disclosure checker — paste a sponsored post's caption and see whether the #ad disclosure is clear and conspicuous enough, with specific fixes. No signup.
What counts as a clear disclosure
The FTC has been explicit that simple, unambiguous language works best: #ad, #sponsored, or "Paid partnership with [brand]" at the start of the caption. Terms the FTC has specifically called insufficient include #sp, #spon, #collab, #ambassador, and "thanks [brand]" — they don't reliably tell a viewer that the post is paid. Platform tools like Instagram's "Paid partnership" label help, but the FTC still recommends a disclosure in the caption itself.
Placement is half the rule
A perfect #ad does nothing if it's hidden. On Instagram and TikTok the caption collapses after roughly 125 characters behind a "…more" link, so a disclosure past that point is easy to miss. A disclosure dropped into a block of 20 hashtags blends in and fails the "conspicuous" test. The safest place is the first line, before any cutoff, in the plain caption text.
Why it matters for brands, not just creators
The FTC can hold the advertiser responsible for a creator's inadequate disclosure. Brands that spell out disclosure requirements in the campaign brief and check posts before they go live avoid the liability entirely — which is exactly why a disclosure clause belongs in every brief and agreement you send a creator.
Frequently asked questions
Is #ad enough on its own?
Usually yes, as long as it's placed where people will actually see it — near the top of the caption, not buried at the end or inside a hashtag block. The checker flags placement problems even when the right tag is present.
Do I need to disclose gifted product with no payment?
Yes. Free product is a material connection under the FTC guides, so gifted posts need a clear disclosure too. "#gifted" alone is considered ambiguous — pair it with a clear statement that the brand sent the product for free.
Is this legal advice?
No. This tool gives educational guidance based on the FTC Endorsement Guides to help you catch common problems. For a real campaign, have your own legal counsel review your disclosure practices.
Try FTC Disclosure Checker free
Free FTC disclosure checker — paste a sponsored post's caption and see whether the #ad disclosure is clear and conspicuous enough, with specific fixes. No signup.
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