YouTube Sponsored Video Rules and Disclosure for Brands

The FTC says a sponsored video's disclosure should be in the video itself, not just in the description, and that viewers are more likely to notice it when it's both spoken and shown on screen¹. A line buried under "Show more" doesn't count on its own².

Brands often assume disclosure is the creator's job. It isn't only theirs. This guide explains the FTC rules for video in plain words, how YouTube's paid promotion setting works after its 2026 policy update, what changes for Shorts and live streams, where the disclosure goes on the timeline, what to write into your contract, and the mistakes that get brands in trouble. It ends with a short note on rules outside the US.

Facts and prices checked November 11, 2026. See something wrong? Tell us.

Key takeaways

• The FTC says a sponsored video's disclosure should be in the video itself, ideally in both audio and on-screen text, and not only in the description.
• The FTC says the advertiser is ultimately responsible for what others do on its behalf and should train and monitor the creators it pays.
• YouTube's paid promotion setting adds a label to the video, but the FTC says a platform's disclosure tool may not be enough on its own.
• In a live stream, the FTC says the disclosure should be repeated periodically so viewers who join late still see it.
• In 2021 the FTC sent Notices of Penalty Offenses on endorsements to more than 700 companies, and the maximum civil penalty is now $53,088 per violation.

Why disclosure is the brand's problem too

A sponsored video is an ad. US law says people should know when someone is paid to praise a product. If they don't, the ad can be deceptive, and the brand that paid for it is on the hook.

The FTC is direct about this. It says advertisers need reasonable programs to train and monitor the people who promote them, and that "your company is ultimately responsible for what others do on your behalf"². It also says brands shouldn't let creators make claims the brand couldn't prove itself².

The enforcement record

• On October 13, 2021, the FTC sent Notices of Penalty Offenses to more than 700 companies. One of the practices listed was failing to disclose an unexpected material connection with an endorser³. The FTC said being on the list didn't mean a company had done anything wrong³.
• Companies on notice could face civil penalties of up to $43,792 per violation at the time³. After inflation adjustments, the cap was $53,088 per violation from January 2025⁴.
• In August 2024 the FTC finalized a rule against fake reviews and testimonials. It also bans buying fake social media indicators, such as bot followers or views, when the buyer uses them to misrepresent influence, and lets the FTC seek civil penalties from knowing violators⁵.

Disclosure also protects the sponsorship itself. If YouTube finds an undisclosed paid promotion, it can remove the video⁶. You'd lose the placement you paid for.

The FTC rules for sponsored video

The FTC's Endorsement Guides were updated on June 29, 2023⁷. For social media, a clear and conspicuous disclosure now means one that's unavoidable⁷. Here's what that looks like on YouTube.

• Put it in the video. The disclosure should be in the video and not just in the description¹. A description disclosure is fine as an extra, but not enough on its own².
• Say it and show it. Viewers are more likely to notice disclosures made in both audio and video¹.
• Put it near the start. Viewers are more likely to miss a disclosure at the end of the video, and the FTC says several disclosures during the video would be even better².
• Use plain words. "Ad," "advertisement" and "sponsored" work. Vague terms like "sp," "spon" or "collab" don't¹. A hashtag isn't special either way².
• Gifts count. Creators must disclose if they got anything of value to mention a product, including products given to them¹.
• Honest opinions only. A creator can't talk about their experience with a product they haven't tried, and can't call a product terrific if they thought it was terrible¹.
• Disclose even when you think it's unbiased. The FTC says to disclose even if you believe your review is fair¹.

The FTC also says the guides apply to posts from outside the US if it's reasonably foreseeable that they'll affect US consumers¹. A UK creator with a US audience still needs a US-style disclosure.

YouTube's paid promotion setting

YouTube has its own rule on top of the law. Creators must declare branded content using the paid promotion setting in YouTube Studio, and YouTube then shows a disclosure label on the video⁶. YouTube's help page also says it's the creator's responsibility to follow the laws that apply to them⁸.

What changed in September 2026

On September 3, 2026, YouTube rewrote its policy as the YouTube Branded Content Policies⁶. The main points for brands are these.

• Scope. The policy covers videos, descriptions, comments, live streams, Shorts and any other YouTube feature, and applies to the whole video, not just the sponsor segment⁶.
• What counts. Content made with a brand partner in exchange for something of value, including payment, gifted products or sponsorship, whether the benefit comes now or later⁶.
• Automatic labels. YouTube said it's rolling out automated detection and may apply the label itself to new uploads, then notify the creator⁶.
• Penalties. Non-disclosure can lead to removal and can affect channel standing and YouTube Partner Program eligibility⁶.
• Kids. Declaring paid promotion removes the video from the YouTube Kids app⁶.

Is the checkbox enough?

No. The FTC says that just because a platform offers a disclosure feature, that's no guarantee it's an effective disclosure, and responsibility rests with the creator and the brand, not the platform². Ask for both. The creator checks the paid promotion box and also says and shows the disclosure in the video.

Disclosure checklist by format

Each YouTube format needs a slightly different approach. Use this table in your brief.

The FTC says "paid link" right next to an affiliate link should be an adequate disclosure of that link². Pinned comments and descriptions are fine places for links, but they don't replace the in-video disclosure.

Shorts and live streams

Shorts and live streams break the usual rules of a long video, so they need their own plan.

Shorts

A Short is fast, and viewers swipe. The FTC says on-screen disclosures should be shown long enough for viewers to notice and read them¹. A one-frame "ad" doesn't meet that. Ask for a text label that stays on screen while the product is shown, and a spoken line if the Short has voice. YouTube's policy covers Shorts the same as long videos⁶. For pricing and formats, see YouTube Shorts sponsorships and what they cost.

Live streams

Viewers can start watching a stream at any time, so the FTC says they could easily miss a disclosure made only at the start². It says to repeat the disclosure periodically during the stream¹. In practice, ask the creator to say it at the start, again each time they mention your product, and to keep a small "Sponsored by" text on screen. If the stream is saved as a video afterward, the same disclosure should be in the replay.

Community posts and comments

YouTube's policy also covers descriptions and comments⁶. If a creator pins a comment with your code, it should say it's an ad or a paid link.

Where the disclosure goes in a video

Here's a simple timeline that meets the FTC's guidance for a typical long video with a mid-roll integration.

1. Before upload. The creator checks the paid promotion box in YouTube Studio, so YouTube shows its label⁶.
2. First 30 seconds. A short spoken line, such as "This video is sponsored by Brand." The FTC says a disclosure at the end is easy to miss².
3. At the sponsor segment. Say it again and show an on-screen label like "Ad" while the product is on screen. The FTC says several disclosures are even better² and that audio plus video gets noticed more¹.
4. In the description. Put "Sponsored by Brand" and label the link as an ad or paid link. This is an extra, not a replacement².
5. In the pinned comment. If you ask for one, label it the same way⁶.

All of this takes a few seconds of video. A clear disclosure also lets the creator talk about your product openly, without sounding like they're hiding the deal.

What to write in the brief and contract

Put disclosure in writing before the creator records. It's the simplest way to show the FTC you have a program to train and monitor your creators².

In the first email

Tell the creator up front that the deal needs a spoken and on-screen disclosure and the paid promotion setting. Good creators expect it. Anyone who pushes back isn't a fit.

In the brief

• The exact disclosure line, such as "This video is sponsored by Brand."
• Where it goes, using the timeline above.
• Product claims the creator can and can't make. The FTC says brands shouldn't let creators make claims the brand couldn't prove².
• A note that the creator should use the product before recording, since they can't describe experience they don't have¹.

In the contract

• Disclosure required in audio, on screen and with the paid promotion setting.
• Your right to review the draft before it goes live. For short-lived content, the FTC says brands should require that paid posts aren't made without their approval².
• A fix clause. If the disclosure is missing, the creator edits or re-uploads within a set number of days.
• The same rules for any gifted product or affiliate link.

Sample disclosure wording you can adapt

• Contract clause. "Creator will disclose the paid relationship with Brand in each video, spoken near the start and again at the sponsored segment, with an on-screen label reading Ad or Sponsored, and will select the paid promotion setting in YouTube Studio before publishing."
• Spoken line. "Quick note, this video is sponsored by Brand."
• On-screen label. "Ad, sponsored by Brand."
• Description line. "This video is sponsored by Brand. The link below is a paid link."

Keep the wording short and plain. The FTC's test is whether ordinary viewers would notice and understand it⁷.

Our influencer contract template for YouTube sponsorships has the clauses ready to copy, and the influencer brief template has a disclosure field built in.

The other half of this is reaching the right creators in the first place. If you're building a list of channels to email, a contact database that filters YouTubers by subscribers, topic, country and language, and on Professional lets you send from built-in campaigns, gets your first emails out today with the disclosure terms included.

Common disclosure mistakes

• Description only. An easy miss. The FTC says it's not enough on its own².
• Disclosure at the end. Viewers are more likely to miss it there².
• Hashtag soup. The FTC says not to mix your disclosure into a group of hashtags or links¹.
• Vague words. "Collab," "sp" and "spon" don't work¹.
• Relying on the checkbox. A platform tool may not be clear and conspicuous enough on its own⁷.
• Skipping gifted products. If the creator got anything of value, it needs a disclosure, even if you didn't ask them to mention it¹.
• Disclosure only in the bio. The FTC says profile pages are likely to be missed¹.
• Buying reach that isn't real. The 2024 FTC rule bans buying fake followers or views to misrepresent influence⁵. Don't let a partner do it for you.
• Forgetting finance rules. Securities and crypto add their own rules. In 2022 Kim Kardashian agreed to pay the SEC $1.26 million after promoting a crypto token without disclosing the $250,000 she was paid⁹.

Check past videos before you book

The fastest way to spot a risky creator is to watch two or three of their past sponsored videos. Is the sponsor named out loud near the start? Is there an on-screen label? Does YouTube's paid promotion label show? Is the link marked as an ad or paid link? A creator who already discloses well will do it for you too. One who hides past deals in the description will need closer review, and you should say so in the contract before you pay.

Rules outside the US

Other countries have their own rules, and they're often stricter about where the label goes. Check the official guidance for every country your creators reach.

• United Kingdom. The ASA and CMA say the easiest way to make an ad clear is a clear, prominent "Ad" label up front, before people see the rest of the content. Labels like "Ad," "Advert" or "Advertisement" work, with or without a hashtag, and a mention in the bio isn't enough¹⁰.
• UK financial products. The FCA's guidance FG24/1, published March 26, 2024, says influencers who promote regulated financial products without approval from an FCA-authorized firm may be committing a criminal offense¹¹.
• European Union and UK children's content. Under the Audiovisual Media Services Directive, some children's programs may be barred from carrying sponsorships or paid product placement⁶.
• US rules still apply abroad. The FTC says US law applies to posts from abroad when it's reasonably foreseeable they'll affect US consumers¹.

If you run campaigns in several countries, use the strictest rule as your default. A spoken line plus an "Ad" label at the start of the video works almost everywhere. For the bigger picture on running YouTube deals, see YouTube sponsorship for brands.

Book compliant YouTube sponsorships today

The best time to set disclosure rules is in your first email. Media List helps you reach the right creators and put your terms in front of them from the start.

• Find channels. Search YouTubers by topic, set a minimum subscriber count, and filter by country and language. Media List has 189,000+ YouTube channels with contact emails right now.
• Unlock the contact email from your plan's allowance, no bot checks, for each channel, with its subscriber count and category.
• Save a list of the creators you want for each campaign.
• Send the outreach on Professional from built-in email campaigns, with your disclosure terms and a request for rates in the same message.

Media List doesn't sell rates or view data. You get who to contact and how to reach them. Basic at $99 a month covers search, saved lists and exports. Built-in email campaigns come with Professional at $399 a month. Start a 3-day trial, pay $0 today and cancel anytime. See the pricing page for plan details.

Questions, answered

Do sponsored YouTube videos have to be disclosed?

Yes. In the US, the FTC says a paid relationship must be disclosed in the video itself, ideally both spoken and on screen¹. YouTube also requires creators to declare paid promotion in YouTube Studio⁶.

Is the YouTube paid promotion checkbox enough for the FTC?

Not on its own. The FTC says a platform's disclosure tool is no guarantee of an effective disclosure, and responsibility rests with the creator and the brand². Use the checkbox and a spoken and on-screen disclosure.

Who is responsible if a creator doesn't disclose a sponsorship?

Both. The FTC says the advertiser is ultimately responsible for what others do on its behalf and should train and monitor its creators². YouTube can also remove undisclosed paid promotion⁶.

Where should the disclosure go in a YouTube video?

Near the start of the video and again at the sponsor segment, said out loud and shown on screen¹². Add it to the description as an extra, not as the only disclosure.

Do gifted products need a disclosure on YouTube?

Yes. The FTC says to disclose if you got anything of value to mention a product¹, and YouTube's policy covers gifted products⁶.

What does 'includes paid promotion' mean on YouTube?

It's the label YouTube shows when a creator declares that a video contains branded content, such as a sponsorship or paid product placement⁶. It means a brand gave the creator something of value for the content.

How do you disclose a sponsorship in a YouTube live stream?

Say and show it at the start and repeat it periodically during the stream, because viewers join late¹². A small on-screen 'Sponsored by' label helps.

Related guides

• YouTube Sponsorship for Brands and How to Sponsor YouTubers
• YouTube Sponsorship Rates by Views, Subscribers and Niche
• How to Find YouTube Influencers to Sponsor Your Product
• How to Find a YouTuber's Business Email for a Sponsorship
• How Much Does It Cost to Sponsor a YouTube Video

Sources

1. FTC, Disclosures 101 for Social Media Influencers, checked 2026-11-11
2. FTC, FTC's Endorsement Guides, What People Are Asking, checked 2026-11-11
3. FTC, FTC Puts Hundreds of Businesses on Notice about Fake Reviews and Other Misleading Endorsements (October 13, 2021), checked 2026-11-11
4. Federal Register, Adjustments to Civil Penalty Amounts (January 17, 2025), checked 2026-11-11
5. FTC, Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials (August 14, 2024), checked 2026-11-11
6. PPC Land, YouTube will label brand deals that creators fail to disclose (September 3, 2026), checked 2026-11-11
7. Fenwick, FTC Announces Updated Advertising Guides to Combat Deceptive Reviews and Endorsements (2023), checked 2026-11-11
8. YouTube Help, Add paid product placements, sponsorships and endorsements, checked 2026-11-11
9. SEC, SEC Charges Kim Kardashian for Unlawfully Touting Crypto Security (October 3, 2022), checked 2026-11-11
10. ASA and CMA, Influencers' guide to making clear that ads are ads, checked 2026-11-11
11. FCA, FG24/1 Finalised guidance on financial promotions on social media (March 26, 2024), checked 2026-11-11