{"id":7360,"date":"2018-09-26T17:08:41","date_gmt":"2018-09-26T22:08:41","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=7360"},"modified":"2020-09-04T13:07:43","modified_gmt":"2020-09-04T18:07:43","slug":"how-to-properly-disclose-sponsored-work","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/how-to-properly-disclose-sponsored-work\/","title":{"rendered":"How To Properly Disclose Sponsored Work"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Social Media<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">How To Properly Disclose Sponsored Work<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">The Mediavine Team<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2018-09-26T17:08:41-05:00\">September 26, 2018<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">Let\u2019s talk about one of the less sparkly and exciting, but very important, topics within the blogging world, shall we?\n\nDisclosure.\n\nIt\u2019s a word that gets people fired up and feeling all the feels. I get it, it feels clunky and like one more thing you have to check off your list when doing <a href=\"https:\/\/www.mediavine.com\/pricing-yourself-for-sponsored-work\/\">sponsored work<\/a>.\n\nBut properly disclosing a relationship with a brand is really important. So let\u2019s dive a bit deeper into the why and how.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7453 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-735x490.jpg\" alt=\"A woman holding a smart phone with a laptop, coffee, and notebook in the background on a table top.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/gdpr-blogger.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n<h3>WHY SHOULD I DISCLOSE SPONSORED WORK?<\/h3>\nOne word: Trust.\n\nTrust is something that we as bloggers work really hard to establish with our readers. We know that you can\u2019t simply pop onto the internet and assume that readers will believe everything you are telling them from the jump.\n\nInstead, you have to form a relationship with your readers. They come to learn over time that your content is solid and that you simply aren\u2019t going to promote something that you do not believe in.\n\nDisclosing your sponsored work \u2014 letting your readers clearly know when you have received payment or free product \u2014 is an important part of maintaining that trust. If you promote or provide an endorsement for a product without disclosing and a reader later comes to find out the nature of your relationship with the brand, that trust could take a serious hit.\n\nIt\u2019s also important that you trust your readers to stick with you even when you are including sponsored content on your channels.\n\nA <a href=\"https:\/\/www.adweek.com\/digital\/90-of-consumers-like-custom-content-from-brands-according-to-a-new-time-inc-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">2017 Time Inc. study<\/a> found that consumers \u2014 particularly Gen X, millennial and Gen Z consumers \u2014 are very open to branded or \u201ccustom content\u201d as a relevant way for brands to connect to consumers.\n\nAs <a href=\"https:\/\/upfluence.com\/influencer-marketing\/consumers-perceive-sponsored-ads\" target=\"_blank\" rel=\"noopener noreferrer\">Upfluence noted in an October 2017 article<\/a>, \u201c&#8230;if the ad provides information that is useful to the consumer, reactions will be favorable regardless of whether it\u2019s sponsored.\u201d\n\nIn other words? As long as you are continuing to provide your readers with useful, evergreen content that is on-brand and in-line with what they have come to expect from you, they won\u2019t care whether or not a post is sponsored.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7301 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/rawpixel-752512-unsplash-735x519.jpg\" alt=\"A woman sits with a laptop computer in her lap.\" width=\"735\" height=\"519\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/rawpixel-752512-unsplash-735x519.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/rawpixel-752512-unsplash-425x300.jpg 425w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/rawpixel-752512-unsplash-768x543.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/rawpixel-752512-unsplash-651x460.jpg 651w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n<h3>HOW SHOULD I DISCLOSE SPONSORED WORK?<\/h3>\nThe bad news is that, as with many things in the blogging\/influencer world, disclosure best practices are always evolving.\n\nThe good news is that the FTC is good about keeping us updated on what they consider to be current best practice.\n\nPlease hear me when I ask you to confirm proper disclosure procedures with the source itself. As much as you may love your know-it-all cousin Joe or your friend posting in a Facebook group, this stuff is far too important to rely on hearsay.\n\nMy favorite resource, and the one I refer to most often, is the <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/ftcs-endorsement-guides-what-people-are-asking\" target=\"_blank\" rel=\"noopener noreferrer\">FTC\u2019s own frequently asked questions regarding online endorsement guidelines<\/a>. While you can absolutely read all 12 pages of the \u201c<a href=\"https:\/\/www.ftc.gov\/sites\/default\/files\/attachments\/press-releases\/ftc-publishes-final-guides-governing-endorsements-testimonials\/091005revisedendorsementguides.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Guides Concerning the Use of Endorsements and Testimonials in Advertising,<\/a>\u201d I much prefer the FAQ version because it is actually in plain-language and easier to digest. (Much like they require disclosures themselves to be!)\n\nThe FTC also updates the aforementioned page frequently to include newer forms of social media (such as Instagram stories) and new forms of disclosure (such as Branded Content Tools on Instagram and Facebook).\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7587\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/contract.png\" alt=\"Two individuals conversing over a contract on a tabletop.\" width=\"750\" height=\"454\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/contract.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/contract-441x267.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/contract-768x465.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/contract-760x460.png 760w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/>\n\nAt the end of the day, the FTC is quite clear on one very important point: <strong>Disclosures must be easily noticed and understood, regardless of the platform you are using.<\/strong>\n\nThis most often means that disclosures should be placed toward the beginning of content instead of hidden at the end or in the middle of large blocks of text, links or hashtags.\n\nOne of the things that does make disclosure tricky is that the FTC does not dictate the exact wording that must be used for any given endorsement or brand relationship. They say that it just needs to be clearly understood by the majority of readers or followers.\n\nKeeping it simple is the best way to go. Ad, #ad or #sponsored are the FTC\u2019s go-to in the link above, <em>but no matter what words you use,<\/em>\u00a0<strong>they must be easily noticed.<\/strong> Even the most obvious disclosure will do you no good if it is not noticeable by the reader.\n\nBest rule of thumb? Never assume a reader knows or understands your relationship with a brand or that they\u2019ll be able to understand from #spon or a brand\u2019s campaign hashtag that the work was sponsored. Make things as clear and conspicuous as possible to readers from every walk of life \u2014 it\u2019s the safest bet, always. If your fellow blogging buddies would know it\u2019s sponsored but your 78-year-old Great Auntie Carol wouldn\u2019t, you need to adjust how you\u2019re disclosing.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7588\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/pinterest-computer.png\" alt=\"A notebook with a pen is open in front of a computer.\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/pinterest-computer.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/pinterest-computer-441x294.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/pinterest-computer-768x512.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/pinterest-computer-690x460.png 690w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/>\n<h3>WHAT HAPPENS IF I DON\u2019T ADD A DISCLOSURE?<\/h3>\nThe FTC itself admits that they have not historically been monitoring bloggers with regards to disclosures and that their focus has typically been on brands and their ad agencies or PR firms.\n\nThat being said, <a href=\"https:\/\/www.ftc.gov\/news-events\/press-releases\/2017\/09\/csgo-lotto-owners-settle-ftcs-first-ever-complaint-against\" target=\"_blank\" rel=\"noopener noreferrer\">the FTC brought its first case against individual influencers in September 2017<\/a>, and has stated that it will consider action in cases where an influencer has continued to ignore warnings to properly disclose.\n\nHere\u2019s the thing \u2014 just because the FTC hasn\u2019t paid as much attention to bloggers and influencers in the past, doesn\u2019t mean they won\u2019t going forward. It\u2019s just not worth the hefty fines and legal headaches to not disclose, especially when studies have demonstrated that followers are plenty receptive to sponsored content.\n\nIf a brand asks you to skirt around proper disclosure, put your foot down. Link them to the FTC\u2019s FAQs and explain that disclosure is a requirement you are not willing to forego. If they continue to push back&#8230;RUN. There is no amount of money worth putting yourself in a potentially sticky legal situation.\n\n(This same advice applies to brands who request you to skirt <a href=\"https:\/\/support.google.com\/webmasters\/answer\/96569?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Google\u2019s rules<\/a> regarding <a href=\"https:\/\/www.mediavine.com\/when-to-use-no-follow\/\">nofollow links<\/a>. It\u2019s just not worth it!)\n\nHere is a handy-dandy checklist you can use to make sure you have everything you need when disclosing sponsored posts:\n\n[mv_create key=&#8221;1&#8243; type=&#8221;diy&#8221; title=&#8221;How To Properly Disclose Sponsored Work&#8221; thumbnail=&#8221;https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/rawpixel-752512-unsplash.jpg&#8221;]\n\n<em>Stephie Predmore is Mediavine&#8217;s Director of Influencer Marketing. Check out her session from the Mediavine Conference about <a href=\"https:\/\/www.youtube.com\/watch?v=Z1nDFu1FCLo\">pitching for sponsored work<\/a>.<\/em><\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/e3220aded17a2f76bff75294b4d13f344d81294787c0a43b7aa017ba65d79008?s=96&#038;d=blank&#038;r=g' 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class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article 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t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Aug 9, 2023<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 Publishers spend time creating great content that keeps readers coming back, and we know that safeguarding that content and maintaining control over how it\u2019s used are critical concerns in today&#8217;s digital landscape. 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We&#8217;ve all seen the headlines questioning the future of organic search, the impact on creators&#8217; livelihoods and content ownership, the challenge of&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/5-ways-chatgpt-increase-productivity\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about 5 Ways Bloggers Can Use ChatGPT to Increase Productivity\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Let\u2019s talk about one of the less sparkly and exciting, but very important, topics within the blogging world, shall we? Disclosure. It\u2019s a word that gets people fired up and feeling all the feels. I get it, it feels clunky and like one more thing you have to check off your&#8230;<\/p>\n","protected":false},"author":44459,"featured_media":21690,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[60,63,55],"tags":[],"audience_post":[],"class_list":["post-7360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-blogging","category-influencer-marketing","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How To Properly Disclose Sponsored Work - Mediavine<\/title>\n<meta name=\"description\" content=\"Properly disclosing a relationship with a brand is really important. 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