Double ÉveilHow to disclose a TikTok ad: FTC rules in the US, ASA rules in the UK
As soon as you earn something from a video (commission, free product, payment), it's an ad and you must say so clearly. TikTok has a setting for it, and each country adds its own rules. Here's what to do in the US and the UK.
Step 1: TikTok's disclosure setting
In the post screen: Content disclosure and ads, then Disclose commercial content, then Your brand (your own product) or Branded content (a third party's). TikTok shows "Promotional content" or "Paid partnership". Without it, your post can be removed or restricted.
Step 2: the rules of your country
🇺🇸 United States
FTC (Disclosures 101 for Social Media Influencers):
- Disclose any material connection: money, commission, free products, family or personal ties.
- Put the disclosure in the video itself, not only in the description. Say it and show it: some people watch muted.
- Use plain words: "ad", "advertisement", "sponsored". "#ad" works if it isn't buried among other hashtags.
- Avoid vague words like "collab", "sp" or "thanks".
- In a LIVE, repeat the disclosure regularly.
🇬🇧 United Kingdom
ASA / CAP (Influencers' guide):
- A link or code that earns you money is affiliate marketing, therefore advertising.
- Use a prominent "Ad" label, upfront in the video or at the start of the caption, never hidden.
- "Affiliate", "gifted" or "thanks to…" alone aren't enough.
- TikTok's disclosure tool is strongly recommended, on top of or instead of #ad.
The labels that work, and those that don't
| Works | Doesn't work |
|---|---|
| "Ad" said and shown at the start | A disclosure at the end of the video only |
| "#ad" at the start of the caption | "#ad" lost among 15 hashtags |
| "Sponsored by [brand]" | "Collab", "sp", "thanks [brand]" |
| TikTok's setting turned on + a label in the video | TikTok's setting alone, with nothing said |
Key point
Simple rule: if a viewer could miss that you earn something, your disclosure isn't clear enough.
FAQ
Is TikTok's paid partnership label enough?
Turn it on every time, but also disclose in the video itself: the FTC wants a disclosure that's hard to miss, and the ASA recommends a clear "Ad" label.
Does an affiliate link count as an ad?
Yes. A link or code that earns you money is a material connection (US) and affiliate marketing, therefore advertising (UK).
Can I write #affiliate or #gifted?
Not on their own. The ASA considers them insufficient, and the FTC discourages vague wording.
Official sources
- TikTok: how to turn on the commercial content disclosure setting
- FTC: Disclosures 101 for social media influencers
- ASA / CAP: Influencers' guide to making clear that ads are ads
- TikTok: branded content policy
From reading to doing
The Double Éveil course is free: short missions with a checklist and a quiz at each step. Adults (18+) only.
Our method: this lesson relies on TikTok Shop's official pages and public guidance, checked on the dates shown. Rules change: Seller Center and the TikTok app are the final word. This is neither legal nor tax advice, and no earnings are promised. Some links are affiliate links, always labelled: if you subscribe through them, you pay nothing extra and we earn a commission.