Disclosing Paid Partnerships the Right Way
Disclose a paid partnership whenever a brand gives you money, free products or other benefits for a video. Turn on the branded content setting when posting, and also say it clearly in the video or caption, for example with #ad or 'sponsored by'. Check current rules in the app.
When you need to disclose
Disclosure applies when there is any deal: payment, free products, discounts, affiliate commission or a trip. If the brand influenced what you post, viewers should know.
This is both a TikTok rule and, in many countries, an advertising law. The exact legal wording varies, so check your local consumer or advertising rules if you are unsure.
Use the in-app branded content setting
When you post, open the more options section and look for the setting for disclosing branded content or a paid partnership. Turning it on adds a visible label to the video.
Menu names can change between app versions. If you cannot find it, search the help centre for branded content policy to see the current steps.
Say it in words viewers will notice
Add a clear tag near the start of your caption, such as #ad or 'Paid partnership with [brand]'. Hiding #ad among twenty hashtags or at the very end is not clear disclosure.
Mention it in the video too, for example 'This video is sponsored by...' in the first few seconds. Spoken or on-screen text helps viewers who do not read captions.
Keep the content honest
Disclosure does not make false claims acceptable. Only say what you believe and can support, and follow any extra rules for sensitive categories like health or finance.
Brands may sometimes ask you to skip the label. Politely decline: missing disclosure can lead to removed videos or account penalties, and it damages trust.
Frequently asked questions
Do I need to disclose free products I was sent?
Generally yes, if the product was given in connection with your content. Being open about gifted items keeps your audience's trust.
Is #sponsored as good as #ad?
Both are widely understood. What matters most is that the label is clear, easy to see and used together with the in-app setting.