Creator Disclosure Guide: Official Resources for the US, UK, EU and Canada

Disclosure is part of professional creator work. A paid post, gifted product, affiliate relationship or another material connection can create disclosure obligations depending on the market and format.

This guide is educational and is not legal advice. Rules change, and regulated categories can require additional guidance.

United States: FTC

The Federal Trade Commission expects material connections between endorsers and brands to be disclosed clearly and conspicuously. The disclosure should be difficult to miss and appear with the endorsement itself.

FTC endorsements, influencers and reviews guidance

United Kingdom: ASA and CAP

The ASA and CAP publish dedicated influencer guidance. Current guidance emphasizes that advertising should be obviously identifiable, and that an upfront “Ad” label is often the clearest approach when content is advertising.

ASA/CAP influencer marketing resources

European Union: European Commission

The European Commission's Influencer Legal Hub provides training and written resources on consumer law, advertising disclosure, monetization models, intellectual property and creator responsibilities when selling to consumers.

European Commission Influencer Legal Hub

Canada: Ad Standards and Competition Bureau

Canadian guidance also emphasizes disclosure of material connections and truthful testimonials. Ad Standards updated its influencer disclosure guidance in 2025, including clearer treatment of gifted products, affiliate relationships and AI-generated content.

Ad Standards Canada

Competition Bureau influencer guidance

Platform labels matter too

TikTok, Instagram, YouTube and other platforms have their own branded-content or paid-partnership controls. Using a platform label may be required, but creators and brands should not assume that platform controls automatically satisfy every local rule.

Creator disclosure checklist

  • Identify any payment, free product, commission, discount or other material connection.
  • Check the rules that apply in the creator's market and the audience's market.
  • Use clear language that an ordinary viewer can understand immediately.
  • Put disclosure where people will actually see or hear it.
  • Use the platform's paid-partnership tools where required.
  • Do not make claims you cannot support from real experience or substantiated brand information.
  • Repeat the compliance check when content is repurposed to a new platform or country.

Brands share responsibility

Professional brands should include disclosure instructions in the brief, avoid asking creators to hide sponsorship, provide approved factual claims and keep a review process proportionate to the category risk.

Use the StartUGC Creator Compliance Center for the live resource hub and official reference links.

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