Affiliate marketing can turn useful recommendations into a revenue stream, but it also creates a responsibility: readers should know when a publisher may earn money from a purchase. A disclosure is not just a legal footnote. It is information people need in order to judge a recommendation fairly.

The Federal Trade Commission’s endorsement guidance says affiliate relationships should be disclosed clearly and conspicuously. The disclosure should be close to the recommendation or link, written in plain language and easy for an ordinary reader to notice and understand.

What counts as an affiliate relationship?

An affiliate relationship usually means a publisher, creator or reviewer receives compensation when a reader clicks a tracked link and completes a qualifying action, such as making a purchase or signing up for a service. The commission may come from a retailer, affiliate network, app developer or brand.

The important point is that the reader may not know the link is connected to compensation. If that connection could affect how much weight a person gives the recommendation, it should be disclosed.

Where should the disclosure appear?

Place the disclosure where readers will see it before or while they encounter the recommendation. For a product review, a short disclosure near the beginning of the article can help, especially when the affiliate links appear throughout the review. If a particular link or recommendation is separated from the original disclosure by a long page or a different section, repeat the disclosure close to that link.

For social posts, videos and short-form content, the disclosure should be easy to notice in the format people are actually using. A tiny label buried in a caption, hidden behind a “more” button or flashed too briefly on screen may not communicate the relationship effectively.

What wording is clear enough?

Plain language is the safest approach. The FTC gives an example along the lines of: “I get commissions for purchases made through links in this post.” A publisher can use wording that fits its voice, but it should tell readers what the relationship is and what may happen if they buy.

Do not assume that every reader understands jargon. The FTC notes that “affiliate link” alone may not explain that the publisher receives compensation. Labels such as “buy now” are calls to action, not disclosures. A short, direct statement is more useful than a vague badge.

Do platform disclosure tools replace your own notice?

Not necessarily. The FTC’s guidance says the responsibility for making a material connection clear rests with the influencer and the brand. Platform tools can help, but a publisher should not assume a platform label alone will always be sufficient. Add a clear disclosure in the content itself when needed.

A simple disclosure checklist for publishers

• Identify every link or endorsement that could earn a commission or other benefit.
• Use plain wording that explains the financial relationship.
• Place the notice close to the recommendation and link.
• Make it readable on mobile and visible without extra clicks.
• Repeat it when a later section or separate post could be viewed on its own.
• Keep editorial opinions honest; a disclosure does not excuse misleading claims.

The bottom line

Affiliate marketing works best when readers trust the publisher. A clear disclosure does not have to be complicated or intrusive. It simply tells people when a recommendation may earn the publisher money, giving them the information they need to make their own decision. Build that notice into your publishing template instead of treating it as an afterthought.

Primary source: Federal Trade Commission: The Endorsement Guides—What People Are Asking.