The act of making something obvious and clear. Disclosing (divulging or explaining), the purpose and interests of an influencer in his/her published posts.

By disclosing the purpose and relationship of a post, influencers are letting their audience know more about the information they will be reviewing in exchange of money or gifts.

The FTC (Federal Trade Commission) works to stop deceptive ads, and its Endorsement Guides explain in details about how advertisers and endorsers can stay on the right side of the law.

FTC disclosures guidelines

• You must disclose when you have any financial , employment , personal or family relationship with a brand.
• Keep in mind that tags, likes, pins, and similar ways of showing you like a brand or product are endorsements.
• The disclosure should be in the same language as your post and the endorsement itself.
• You can’t talk about your experience with a product you haven’t tried.
• If you’re paid to talk about a product and thought it was terrible, you can’t say it’s terrific.
• Don’t assume that a platform’s disclosure tool is good enough, but consider using it in addition to your own, good disclosure.
• You can’t make up claims about a product that would require proof the advertiser doesn’t have – such a s scientific proof that a product can treat a health condition.
• Use simple and clear language.
• Don’t use vague or confusing terms like “sp,” “spon,” or “collab,” or stand-alone terms like “thanks” or “ambassador,” and stay away from other abbreviations and shorthand when possible.
• It’s fine (but not necessary) to include a hashtag with the disclosure, such as #ad or #sponsored or #BRANDPartner.