Disclosures & Affiliate Rules
High riskRequirements around affiliate promotions, branded content, sponsorship disclosures, endorsements, and paid partnership language.
Missing or weak affiliate disclosuresPaid partnership or endorsement language that is unclearCreator-facing promotions that need more explicit transparency
What this covers
If you're being paid to promote a product — through commissions, free samples, or a direct deal — TikTok requires a clear disclosure in the content itself, not just a profile note. Tags like #ad or #paid_partnership must appear where viewers can see them, and vague phrases like 'link below' or 'work with' don't meet the standard. FTC rules apply regardless of whether TikTok's own disclosure feature is toggled on.
Start with the current guidance below, then use recent updates for context on what shifted.