The FTC’s guidance is clear that a vague tag such as “(affiliate)” is not enough, and that the notice must appear before the first affiliate link, where readers will actually see it, not buried in the footer.
Affiliate links are an honest way for a blog to earn, but only if readers know about the relationship. In the United States the Federal Trade Commission sets the expectation. In India, the Advertising Standards Council of India (ASCI) published influencer guidelines effective from 15 April 2021. This article summarises the main points from those sources, offers wording you can adapt, and explains where to place your disclosure. It is general information, not legal advice, so check the current rules for your country or ask a qualified adviser.
What Needs to Be Disclosed
The principle is the same across countries: if you have a financial or other material relationship with a brand that could affect how readers see your recommendation, say so. That covers affiliate links, paid posts, free products or services, trips, commissions, discount codes tied to you and sponsored placements.
The FTC’s guidance for endorsers says disclosures should be clear and conspicuous, in the same language as the content, and not hidden behind a click. ASCI’s guidelines treat affiliate links and discount codes as something influencers must disclose, in addition to paid collaborations.
FTC Expectations in Plain Terms
- Plain language: say that you may receive a commission if someone buys through your link.
- Before the first link: put the notice above the fold, ahead of the first affiliate link or recommendation.
- Not only at the end: a note at the bottom is easy to miss.
- Not only in a menu: a site-wide link such as “Disclosure” in the navigation does not replace an in-content notice.
- Mobile-friendly: make sure the notice is visible on small screens.
- Video and audio: disclose within the content itself, spoken and shown, not only in a description.
MarTech’s review of the guidance lists examples where regulators have taken action over unclear or missing disclosures, which shows the rules are not merely theoretical.
ASCI Guidelines for India
According to the summary in BW Marketing World, ASCI’s guidelines for influencer advertising took effect on 15 April 2021. The main points:
| Area | What ASCI expects |
|---|---|
| Principle | Disclose an advertisement as an advertisement, so the audience can recognise it |
| Labels | #Ad, #Collab, #Promo, #Sponsored or #Partnership, or a clear platform tag |
| Placement | In the first two lines of a caption, where it is seen without clicking “more” |
| Video | Label visible for at least 2 seconds in a 15-second video, and about one-third of the runtime for longer ones |
| Live streams | Disclosure maintained at intervals, about 5 seconds per minute |
| Affiliate links and codes | Treated as advertising connections that need disclosure |
Some commentators question how easily these guidelines can be enforced, but the sensible approach is to follow them regardless, since transparency also protects your readers’ trust.
Wording and Placement That Works
| Situation | Example wording |
|---|---|
| Blog post with affiliate links | Some links in this post are affiliate links. If you buy through them, I may earn a commission at no extra cost to you. |
| Sponsored post | This post is sponsored by [brand]. I received payment, and my opinions are my own. |
| Free product | I received this product free from [brand] for review. I give honest opinions regardless. |
| Instagram or Reel caption | #Ad or #Partnership in the first line, followed by the product mention |
| YouTube video | Spoken statement near the start, an on-screen label and a note in the description |
Placement Checklist
- Top of the post: a short note before the first affiliate link.
- Near the link or product box if the post is long.
- Email and social posts: repeat the disclosure where you share links.
- A fuller policy page: link to it for details, but never rely on it alone.
- Keep proof: save agreements and screenshots in case of a query.
Disclosure does not harm trust; it usually builds it. Readers who know you earn a commission but see honest, balanced advice tend to respect the transparency.
