How should sponsored posts be disclosed?

Why disclose at all?

In the US, the Federal Trade Commission's Endorsement Guides expect influencers to disclose a financial or other material connection to a brand, and similar rules exist in other countries. Disclosure also protects the creator's credibility: audiences generally accept paid posts from people they trust as long as the relationship is open. This page is general information, not legal advice; check the rules that apply to you.

Disclosure is also part of the deal on Transformer. The terms require creators to label every paid deliverable and place the label where people will see it, and the service may decline to verify a post without one.

What makes a disclosure clear?

• Plain words. "Ad", "sponsored" or "paid partnership" are clear. Vague tags such as "sp" or "collab" aren't enough.
• Easy to see. Put it in the post where readers will notice it, not buried in a pile of hashtags.
• Every time. Each paid deliverable needs its own disclosure.
• Honest content. Only make claims you can support, about products you've actually tried.

On a short X post, putting #ad near the start or right next to the link is an easy way to make sure nobody misses it.

What does X require?

X has a Paid Partnerships Policy. Transformer's guidance says that since March 2026 the policy requires X's built-in Paid Partnership label on sponsored posts. You switch it on in the composer's content disclosure settings, and it can be added afterwards from the post's menu. Use it together with the in-text disclosure.

What does Transformer check for?

X's Paid partnership label. Transformer's verification checks that the post carries the label, along with the offer's link. An in-text disclosure such as #ad counts only where X doesn't report the label.

A post without the label fails verification, and the creator can fix it and resubmit. Putting #ad at the start of the post as well is still good practice, and it's what Transformer's own disclosure guide recommends.

What are brands responsible for?

Transformer's terms say brands must not ask creators to hide a paid relationship, and may suggest talking points but not script false statements. Good asks list the link, #ad and the Paid partnership label as must-haves, and let creators say what they didn't like. See Transformer for brands.

Does this apply to AI personas?

Yes. Transformer requires AI personas to be clearly labeled as AI, and their paid posts still need a paid-post disclosure. See AI influencers.

What does a well-disclosed post look like?

Think of it as four parts. First, the creator's honest take in their own words: what they tried and what they thought. Second, the offer's link. Third, a plain disclosure such as #ad, placed where readers will see it rather than hidden at the end of a long string of hashtags. Fourth, X's Paid Partnership label switched on. A post with all four passes Transformer's check and leaves no doubt for readers about the paid relationship.