If you earn a commission from a link—or receive a free product, discount, or other perk connected to an endorsement—make that relationship clear where readers see the recommendation. For US publishers, the FTC advises using plain language close to the endorsement; an “About” page or the phrase “affiliate link” alone may not tell readers enough. This guide focuses on US FTC guidance, UK ASA/CAP advice, and Amazon Associates requirements in the US and UK; rules and program terms differ by market.
What affiliate marketing compliance means
Affiliate marketing is commercial: a publisher may receive a commission when a reader clicks a link or makes a purchase. Compliance means being transparent about that relationship, making endorsements truthful and supportable, and following the rules that apply to the publisher’s jurisdiction, content channel, and affiliate program.
In US FTC guidance, a useful question is whether a relationship could affect how readers evaluate a recommendation and whether they would reasonably expect it. When the connection is not obvious, disclose it so readers can assess the endorsement with that context.
What do I have to disclose?
Disclose a material connection between the endorser and the brand or seller when it is not already clear to the audience. It can be a commission, but it is not limited to cash.
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- Affiliate earnings: Say that you may earn a commission if readers click or buy.
- Payment or employment: Identify a financial or work relationship relevant to the endorsement.
- Free or discounted products and other perks: Make clear that you received a product, discount, or benefit connected to the recommendation.
- Personal relationships: Disclose relevant family or personal ties to the seller or brand.
The FTC says not to assume followers already know about a connection. An honest opinion does not remove the need to disclose a material relationship.
Where should the disclosure go?
Put it close to the recommendation or affiliate link, where readers will notice it before or as they encounter the endorsement. The FTC’s affiliate-marketing FAQ gives this example: “I get commissions for purchases made through links in this post.”
A disclosure page can add detail, but it should not be the only notice if readers encounter a recommendation elsewhere. The FTC cautions against burying the disclosure on an About page or in terms, placing it after the review or link, or hiding it in a poorly labeled hyperlink. If the review and link appear together and the disclosure is clear and conspicuous, one notice may sometimes be adequate; if they are separated, readers may miss the connection.
Is “affiliate link” by itself an adequate disclosure?
Not necessarily. The FTC says “affiliate link” may not tell readers that you earn money, and “commissionable link” is not clear. Use direct wording that explains the benefit, such as the FTC example: “I get commissions for purchases made through links in this post.” Adapt it to accurately describe your arrangement.
How do disclosures work in social posts and other formats?
Place the disclosure with the endorsement itself and make it easy to see and understand in that format. A profile-page notice or text hidden behind a “more” control may not reach readers when they see the endorsement. The disclosure should not depend on an extra click to reveal the commercial relationship.
The same principle applies across formats: readers should be able to understand the connection in the content where the recommendation appears. A disclosure that works on a long-form review page may not be visible in a short social post, so check the presentation in each channel you use.
What else must an endorsement get right?
Disclosure does not make an unsupported or misleading endorsement acceptable. FTC guidance says endorsers should not claim experience with a product they have not tried or make claims that require evidence they do not have. Base experience-based statements on actual use, and distinguish personal opinion from measurable claims about a product.
The FTC revised its Endorsement Guides in June 2023. The Guides are guidance, not regulations; the FTC says failure to follow them may lead it to investigate practices as potentially unfair or deceptive under the FTC Act. Do not treat every passage in the Guides as a standalone regulation or assume one disclosure guarantees compliance.
How US, UK, and Amazon requirements differ
The same disclosure may not satisfy every obligation. Regulator guidance and a program contract are different sources of requirements, and a program’s site-wide identification statement does not replace an adequate disclosure near an endorsement where applicable law requires one.
| Setting | What the source says | What to do |
|---|---|---|
| United States: FTC guidance | The FTC says to clearly and conspicuously disclose a relationship that could affect how readers evaluate an endorsement, close to the recommendation. Its Endorsement Guides are guidance, not regulations; the FTC says noncompliance may prompt investigation under the FTC Act. | Use straightforward language beside the endorsement or link, and make the endorsement truthful and supportable. |
| United Kingdom: ASA/CAP advice | ASA/CAP advice for non-broadcast affiliate marketing says content with affiliate links or codes can count as advertising in the circumstances it describes, and commercial content should be obviously identifiable. It describes responsibility for both affiliate and brand. | Follow the UK advice for relevant content; do not assume it states the rule for other countries. |
| Amazon Associates US: program contract | Amazon’s Operating Agreement, marked updated October 15, 2025, requires associates to state: “As an Amazon Associate I earn from qualifying purchases.” | Include the required Amazon identification and separately ensure any nearby disclosure required by applicable law is adequate. |
| Amazon Associates UK: program guidance | Amazon UK says associates must include a legally compliant link-level disclosure and the required site-level Amazon identification. It gives “(paid link)” and “#ad” as examples and says placement should be near the affiliate link or product review. | Use the link-level and site-level notices described by Amazon UK, while checking applicable local rules and current program terms. |
A practical pre-publication check
- Identify the connection. Note commissions, payments, employment, free or discounted products, personal ties, and other relevant perks.
- Write a plain-language disclosure. Explain the benefit accurately; for commissions, the FTC example is “I get commissions for purchases made through links in this post.”
- Place it with the endorsement. Put it near the recommendation or link, not only on a separate policy page or behind an extra click.
- Check the format. Confirm that readers can readily see and understand the disclosure in the particular post, review, or other content format.
- Verify the endorsement. Do not describe product experience you did not have or make claims you cannot support.
- Check local and program requirements. Confirm the applicable jurisdiction’s rules, platform policies, and the current affiliate-program contract. If you participate in Amazon Associates, use the required identification statement for your program marketplace as well as any legally required nearby disclosure.
What this guide does not establish
The examples here cover US FTC guidance, UK ASA/CAP advice, and Amazon Associates guidance for the US and UK. They are not a worldwide survey, and a disclosure that is suitable in one market or channel may not meet another market’s rules. This guide also does not address privacy or cookie obligations or every platform’s current policy. Check the rules and contracts that apply where and how you publish; no single template guarantees compliance everywhere.
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