If you earn money when people use your link or code, the people watching you have a right to know. In the US that's not just good manners — it's what the Federal Trade Commission expects under its Endorsement Guides. This guide explains what that means in practice for creators, in plain English.
This is general information, not legal advice. If you're unsure about your situation, talk to a lawyer.
The one rule behind everything
If there's a material connection between you and a brand — you're paid, you get free products, or you earn a commission — and your audience wouldn't automatically expect it, you need to disclose it clearly and conspicuously.
An affiliate link or code is a material connection. So is free access, a gift, or a family or business relationship with the company.
What "clear and conspicuous" means
The FTC's test is whether a regular viewer would actually notice and understand the disclosure. In practice:
- Put it where people will see it — in the video itself and at the start of a caption, not buried after "more" or in a pile of hashtags.
- Use plain words. "Ad", "Sponsored", "I earn a commission if you use my code" all work.
- Say it and show it in video. On TikTok, Reels and YouTube, a spoken disclosure plus on-screen text is the safest combination.
- Repeat it in live streams periodically, since viewers join at different times.
- Disclose on every post, not once in your bio.
Hashtags: what works and what doesn't
| Works | Doesn't work on its own |
|---|---|
| #ad | #sp, #spon |
| #sponsored | #collab, #partner |
| "Ad:" at the start | "Thanks [brand]" |
| "I earn from this link" | A disclosure only in your bio |
The platforms' built-in labels — such as "Paid partnership" or "Includes paid promotion" — are helpful, but the FTC has said not to rely on them alone. Use your own words too.
Examples you can copy
TikTok / Reels caption:
Ad · I earn when you join with my code. This series broke me — code MAYA gets you 100 free coins.
Spoken, at the start of a video:
Quick heads up — this one's an ad, I earn if you use my code.
YouTube description, first line:
I earn a commission if you sign up through my link or code below.
Newsletter:
(Affiliate link — I earn a share if you join through it.)
Honest claims matter as much as disclosure
Disclosure doesn't make an untrue claim okay. Only say what you believe:
- Talk about series you've actually watched.
- Don't promise viewers things the app doesn't offer.
- Don't invent results — if you mention earnings, they must be real and typical, or clearly labelled.
How Tokime Partners helps
Every Tokime partner gets a short disclosure guide with ready-made wording, and our Marketing Kit includes official clips so you never need to repost footage you don't have rights to. Your manager can check a post if you're unsure.
FAQ
Do I need to disclose an affiliate link if it's in my bio?
Yes. A link in bio still earns you money, so disclose it — and when you mention the code or link in a post, disclose it in that post too.
Is #affiliate enough?
Words like "ad" or "sponsored" are clearer to most viewers. If you use "affiliate", pair it with a plain sentence such as "I earn from this link".
Do I need to disclose if I'm outside the US?
If your audience includes people in the US, FTC rules can apply. Many other countries have similar rules (for example the UK's ASA and the EU's consumer protection rules), so disclosing on every post is the simple, safe habit.