Within Disclosures
Do Readers Understand Your Affiliate Disclosure?
A good disclosure says the site may earn money from links without hiding behind vague phrases or insider shorthand.
On this page
- Clear commission wording
- Weak phrases that hide the point
- Examples for reviews, rankings, and newsletters
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Introduction
An affiliate disclosure only works if an ordinary reader immediately understands what it means. The goal is not to satisfy lawyers with technical wording, but to tell readers, in plain English, that the website may earn money if they use certain links or buy recommended products. Regulators consistently focus on whether disclosures are easy for ordinary consumers to notice and understand, rather than whether they use specific legal phrases. [Federal Trade Commission]ftc.govFederal Trade CommissionFTC's Endorsement Guides: What People Are AskingAs for where to place a disclosure, the guiding principle is that…
For affiliate websites, this means replacing industry jargon with direct language. A reader should not have to know what an “affiliate link”, “partner relationship”, or “monetised content” means before they can understand that a recommendation may generate income for the publisher.
What readers should understand in one reading
A good disclosure answers a single practical question:
“Will this website earn money if I use this recommendation?”
If the answer is yes, say so plainly. Readers do not need an explanation of tracking technology, referral systems or commission structures. They simply need enough information to judge the recommendation with full knowledge of the commercial relationship.
A clear disclosure normally communicates three ideas:
- Some links are paid affiliate links.
- The publisher may receive a commission if the reader buys through those links.
- The commercial relationship has been disclosed before the reader acts on the recommendation.
The FTC describes an effective disclosure as one that is “clear and conspicuous”—difficult to miss and easily understandable by ordinary consumers. A disclosure should communicate the nature of the relationship, not every contractual detail. [Federal Trade Commission]ftc.govFederal Trade CommissionFTC's Endorsement Guides: What People Are AskingAs for where to place a disclosure, the guiding principle is that…
Clear commission wording that readers recognise
The easiest disclosures tend to use everyday verbs such as earn, receive, paid, and buy.
Examples that communicate the point clearly include:
- “Some links on this page are affiliate links. If you buy through them, we may earn a commission.”
- “We may receive a commission when you purchase products through links on this page.”
- “If you click one of our recommended links and make a purchase, we may be paid by the retailer.”
- “This newsletter contains affiliate links. If you purchase through them, we may earn a commission.”
Many publishers also add:
“This costs you nothing extra.”
That sentence can reassure readers, but it should support—not replace—the main disclosure. Saying “at no extra cost to you” without first explaining that the publisher earns money leaves out the information readers actually need. [Federal Trade Commission]ftc.govFederal Trade CommissionFTC's Endorsement Guides: What People Are AskingAs for where to place a disclosure, the guiding principle is that…
Weak phrases that hide the point
Many disclosures technically mention affiliate marketing while failing to explain it in language most readers understand.
Weak examples include:
- “This post contains affiliate links.”
- “Affiliate disclosure.” [iubenda.com]iubenda.comaffiliate disclosureHow to Write an Effective Affiliate Disclosure4 Jun 2026 — According to the FTC, endorsements must reflect the honest opinions and experi…
- “Commercial relationships may exist.”
- “Partner links.”
- “Sponsored opportunities.”
- “We participate in various affiliate programmes.”
These expressions assume readers already know what affiliate marketing means. Research into affiliate disclosures has found that short, unexplained labels are often misunderstood, whereas explanatory disclosures that explicitly state the creator may earn money help readers recognise the commercial relationship more effectively. [arXiv]arxiv.orgEndorsements on Social Media: An Empirical Study of Affiliate Marketing Disclosures on YouTube and PinterestSeptember 3, 2018…
The problem is not that the words are legally incorrect. The problem is that they require background knowledge that many readers simply do not have.
A better approach is to explain the jargon the first time it appears:
“Some links are affiliate links, meaning we may earn a commission if you buy through them.”
After that explanation, the phrase “affiliate link” becomes meaningful.
Examples for different types of content
Different page formats benefit from slightly different wording, while keeping the same central message.
Product reviews
Readers are deciding whether to trust your assessment, so the disclosure should appear before purchase links.
Example:
“This review contains affiliate links. If you buy through them, we may earn a commission. Our opinions are our own.”
Best-product rankings
Comparison pages often contain numerous buying buttons, making transparency particularly important.
Example:
“Some products listed below include affiliate links. If you choose one and make a purchase, we may earn a commission.”
Email newsletters
Subscribers often click directly from email to retailers.
Example:
“Today’s newsletter includes affiliate links. If you purchase through one of these links, we may receive a commission.”
Each version answers the same reader question without forcing readers to interpret marketing terminology.
Write for ordinary people, not industry insiders
A useful test is to imagine someone who has never heard of affiliate marketing. [support.avantlink.com]support.avantlink.com211635666 FTC Guidelines for Affiliate MarketingGuidelines for Affiliate Marketing - AvantLink Support28 Jul 2025 — These revised guidelines emphasize: Clear and conspicuous disclosures…
Would they understand:
- who gets paid?
- what action triggers payment?
- that the recommendation has a commercial connection?
If not, simplify the wording.
For example:
Less clear
“This content contains affiliate links from selected partners.”
More clear
“If you buy through some links on this page, we may earn a commission from the retailer.”
The second version contains fewer specialist terms while conveying more useful information.
This approach matches regulatory expectations that disclosures be understandable by ordinary consumers rather than only by experienced internet users or marketing professionals. [eCFR]ecfr.gov16 CFR Part 255 – Guides Concerning Use of…The disclosure is not clear and conspicuous because people seeing their paid posts cou…
A simple rule for writing better disclosures
Before publishing, read the disclosure as though you know nothing about affiliate marketing.
If a first-time visitor can immediately understand:
- we recommend products;
- we may earn money if you buy through certain links; and
- that information has been disclosed before they decide to click,
then the wording has achieved its purpose. The strongest affiliate disclosures are not the longest or the most legalistic—they are simply the easiest for real readers to understand.
Amazon book picks
Further Reading
Books and field guides related to Do Readers Understand Your Affiliate Disclosure?. Use these as the next step if you want deeper reading beyond the article.
Building a StoryBrand 2.0
Emphasizes clear, plain-language communication that aligns with understandable affiliate disclosures.
Everybody Writes
Supports writing disclosures and recommendations in language ordinary readers can easily understand.
The Copywriter's Handbook
Rating: 4.0/5 from 5 Google Books ratings
Provides practical guidance on writing clear, reader-friendly copy that complements effective disclosure practices.
Content INC.
Covers building trustworthy content businesses where transparent monetization matters.
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Marketplace Samples
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Endnotes
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Source: ftc.gov
Link: https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-askingSource snippet
Federal Trade CommissionFTC's Endorsement Guides: What People Are AskingAs for where to place a disclosure, the guiding principle is that...
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Source: ecfr.gov
Link: https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255Source snippet
16 CFR Part 255 -- Guides Concerning Use of...The disclosure is not clear and conspicuous because people seeing their paid posts cou...
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Source: arxiv.org
Link: https://arxiv.org/abs/1809.00620Source snippet
Endorsements on Social Media: An Empirical Study of Affiliate Marketing Disclosures on YouTube and PinterestSeptember 3, 2018...
Published: September 3, 2018
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Source: arxiv.org
Link: https://arxiv.org/abs/1803.08488 -
Source: iubenda.com
Title: affiliate disclosure
Link: https://www.iubenda.com/en/blog/affiliate-disclosure/Source snippet
How to Write an Effective Affiliate Disclosure4 Jun 2026 — According to the FTC, endorsements must reflect the honest opinions and experi...
Additional References
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Source: federalregister.gov
Title: guides concerning the use of endorsements and testimonials in advertising
Link: https://www.federalregister.gov/documents/2023/07/26/2023-14795/guides-concerning-the-use-of-endorsements-and-testimonials-in-advertisingSource snippet
Guides Concerning the Use of Endorsements and...26 Jul 2023 — To illustrate disclosures that are not clear and conspicuous, the Commissi...
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Source: federal-lawyer.com
Link: https://federal-lawyer.com/ftc-defense/affiliate-disclosure/Source snippet
Understanding the FTC's Affiliate Disclosure RulesLearn what affiliate marketers and companies need to know about the FTC's affiliate dis...
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Source: postaffiliatepro.com
Link: https://www.postaffiliatepro.com/blog/how-to-write-affiliate-disclaimer/Source snippet
Write an Affiliate Disclaimer: Compliance GuideThe FTC's Endorsement Guides specifically state that any material connection between an en...
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Source: dglaw.com
Link: https://www.dglaw.com/the-deep-dive-ftc-[updatesSource snippet
The Deep Dive: FTC Updates Endorsement Guides...11 Jul 2023 — In the new Endorsement Guides, the FTC articulates a stricter definition f...
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Source: kelleydrye.com
Title: ftc sends warning letters to companies and influencers over disclosures in posts
Link: https://www.kelleydrye.com/viewpoints/blogs/ad-law-access/ftc-sends-warning-letters-to-companies-and-influencers-over-disclosures-in-postsSource snippet
FTC Sends Warning Letters to Companies and Influencers...16 Nov 2023 — The letters start with a reminder that influencers must “clearly...
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Source: support.avantlink.com
Title: 211635666 FTC Guidelines for Affiliate Marketing
Link: https://support.avantlink.com/hc/en-us/articles/211635666-FTC-Guidelines-for-Affiliate-MarketingSource snippet
Guidelines for Affiliate Marketing - AvantLink Support28 Jul 2025 — These revised guidelines emphasize: Clear and conspicuous disclosures...
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Source: stalirov.lawyer
Link: https://stalirov.lawyer/en/posts/ftc-affiliate-marketing-complianceSource snippet
FTC Affiliate Marketing & Compliance: Disclosure Rules...7 May 2025 — The FTC views most affiliate marketing activities as endorsements...
Published: May 2025
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Source: launchpointhq.com
Title: what counts as material connection ftc rules
Link: https://www.launchpointhq.com/blog/what-counts-as-material-connection-ftc-rulesSource snippet
What Counts as a Material Connection Under FTC Rules (2026)8 Jun 2026 — Learn what counts as a material connection under FTC rules, from...
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Source: venable.com
Title: From Clear and Conspicuous to Unavoidable?
Link: https://www.venable.com/-/media/files/events/2023/08/ftc-endorsements-guides-presentation.pdf?hash=98978ACB09E7C2457AB39F4A8ED1B0FC&rev=8daa29df7bec40d4921a3563d30f0d4cSource snippet
The FTC's...FTC's Endorsement Guides: “What People are Asking”.... When endorsers have a material connection to the advertiser, they mu...
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Source: arnoldporter.com
Title: ftc proposed updates to endorsement guides
Link: https://www.arnoldporter.com/en/perspectives/advisories/2022/06/ftc-proposed-updates-to-endorsement-guidesSource snippet
and.com...6 Jun 2022 — The FTC's proposed revisions to the Endorsement Guides and.com Disclosures guidance reflect heightened scrutiny...
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