Build disclosure checks into a creator workflow

Keep the commercial relationship understandable.

Put disclosure into the brief

Before production, identify any payment, free product or other relationship that may affect how a viewer evaluates an endorsement. For U.S. campaigns, review the FTC’s disclosure guidance and the platform’s requirements. Requirements elsewhere may differ.

Review the actual format

A caption, short video, livestream and story have different viewing patterns. Check the disclosure as the audience will encounter it, including on a small screen. Do not assume a disclosure buried behind an expansion control or solely on a profile makes an individual endorsement clear.

Check the disclosure in the video itself

For U.S. video endorsements, the FTC guidance calls for disclosure within the video, not only its description. Review sound-on and sound-off playback; spoken and visible disclosure can help reach both audiences. During livestreams, repeat it periodically for people who join later. Do not assume a platform disclosure control is sufficient by itself. Review the published version, including any edits or reposts, in its actual viewing context.

Retain a practical review record

Record the asset identifier, commercial relationship, disclosure text, reviewer and publication version. Keep a copy or permitted reference to the published asset. If the asset changes, recheck the disclosure rather than assuming an earlier review covers every later version.

Separate compliance from performance

A clear disclosure does not make an unsupported product claim true, and strong engagement does not cure an unclear disclosure. Escalate questions about actual claims and jurisdiction to qualified advice. This is an editorial workflow, not a legal opinion or a promise of compliance.