How to disclose affiliate links in the US and the UK

The rules in short

United States. The Federal Trade Commission (FTC) requires clear and noticeable disclosure of material connections, in its Endorsement Guides.

United Kingdom. The CAP Code, enforced by the Advertising Standards Authority (ASA), requires ads to be obviously identifiable as ads. The Competition and Markets Authority (CMA) enforces consumer protection law.

What a good disclosure looks like

Easy to notice. People should see it without searching.

Close to the link. Put it next to, or just before, the affiliate link. A footer or a separate page is not enough.

In plain words. Use words such as Ad, Advert, or I earn a commission if you buy through my links.

In the same format as the content. Written content needs a written notice. Video and audio need it spoken as well.

Example wording

United States. I may earn a commission if you buy through links on this page.

United Kingdom. Start with Ad or Advert, then add: This page contains affiliate links. I earn a commission if you buy.

On its own, the word affiliate may not be clear enough for everyone.

Where to put it

Websites and blogs. Near the top of each page with affiliate links, and again near the links where it helps.

Email. Near the top, before the first affiliate link.

Social media. At the start of the post, before any see more cut, and not hidden among hashtags. Use the platform's paid partnership tool where there is one.

Video and live streams. Say it aloud and show it on screen at the start. A note only in the description is not enough.

Podcasts. Say it aloud near the start and again close to each recommendation.

Stay honest

Review only products that you have used or properly researched. Never publish fake reviews.

Disclose other connections too, such as free products or payments.

Make only claims that you can support, and follow the claim limits of the offer.

Not sure how to disclose on a channel? Write to support@mavisionaffiliates.com before you publish.