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FTC-grounded publishing guide

Make affiliate relationships clear to your readers.

A practical guide for US affiliate publishers who recommend products, services, or offers and may earn something when a reader acts on that recommendation.

The short version

Tell readers about the relationship before it matters.

If a publisher has a connection to a seller or product that could affect how a reader evaluates the recommendation, disclose it clearly and conspicuously. An affiliate commission is one common example: the publisher may earn money when a reader buys through a tracked link.

The disclosure should be easy to notice, easy to understand, and close enough to the recommendation that readers do not have to hunt for the context. A separate disclosure page or a link hidden at the bottom of a long article may not be enough on its own.

What belongs in the disclosure?

Explain the material connection in words a reader would recognize. Depending on the situation, that can include a commission, a free or discounted product, a sponsorship, an ownership interest, employment, or a personal relationship. Do not assume readers know what internal terms such as “affiliate,” “CPC,” or “commissionable link” mean.

A useful starting point

“We may earn a commission if you buy through links on this page. This does not change what we recommend or what you pay.”

This is an example of plain-language framing, not a universal safe-harbor text. Tailor it to the relationship and the actual reader experience.

Where and when to place it

A reader should encounter the disclosure before relying on the recommendation or clicking the link. For an article or comparison page, place a concise disclosure near the beginning and keep useful context near the relevant recommendation. Do not bury it below unrelated copy, behind a hover state, or only on a separate page.

Match the format. A disclosure for a video should be in the video, not only in its description. A short social post or story needs context in that post or story. An email should make the relationship clear where the recommendation appears. Check the mobile layout too: a disclosure that is technically present but pushed far below the first call to action may not be meaningful to readers.

A repeatable publisher checklist

  • Identify every material connection behind a recommendation, including commissions, free or discounted products, employment, ownership, or close personal relationships.
  • Write the disclosure in plain language that an ordinary reader can understand without decoding industry terms.
  • Place it where readers will see it before or when they encounter the recommendation or affiliate link.
  • Repeat or adapt the disclosure when the format changes, such as in a video, social post, email, or a separate callout on a comparison page.
  • Review the page after edits, link changes, and redesigns so the disclosure is still visible on mobile and desktop.

Official FTC sources

The FTC Endorsement Guides and related business guidance are the source of truth for this overview. Read the official material for the current rules and examples, especially when a campaign, platform, or relationship has unusual facts.