Who this applies to
If a prop firm, broker or tool pays a creator, gives them free access, or pays commission on their link, the creator is an endorser. The FTC’s guidance says they need to disclose that relationship, and that US law applies if it’s reasonably foreseeable the post will affect US consumers. That covers creators outside the US with US viewers.
It also applies to the brand. The FTC’s Endorsement Guides, revised in 2023, make clear that advertisers can be on the hook for misleading endorsements and missing disclosures in programs they run.
What counts as a connection
The FTC’s influencer guide says to disclose any financial, employment, personal or family relationship with a brand. In trading, that usually means:
- A commission or referral fee on a code or link
- A free evaluation, free subscription or free resets
- A flat fee for a video, stream or post
- Any ownership or job at the firm
Where to put it
The disclosure goes with the endorsement, where people will see it. The FTC says not to rely on a profile bio, not to put it only at the end of a post, not to hide it behind a “more” link, and not to bury it in a pile of hashtags. It also says not to rely only on a platform’s own disclosure tool.
Words that work, and words that don’t
| Use | Avoid |
|---|---|
| “Ad”, “Advertisement”, “Sponsored” | “sp”, “spon”, “collab” |
| “BrandPartner” or “BrandAmbassador” style tags | A standalone “thanks” or “ambassador” |
| “Paid link” right next to an affiliate link | “Affiliate link” on its own, or a bare “buy now” button |
From the FTC’s influencer guide and its Endorsement Guides FAQ. The FAQ says “commissionable link” probably isn’t clear to most people either.
Video and live streams
For video, the FTC says the disclosure should be in the video itself, not just the description. For YouTube, its FAQ suggests disclosing in the video and near the links in the description. For live streams, repeat the disclosure periodically so people who join late still hear it. Trading streams run for hours, so this one matters.
Claims about results
The FTC’s FAQ says an endorsement can’t make a claim the advertiser couldn’t legally make itself. In trading, that rules out a lot. Creators shouldn’t promise funding, payouts or returns, or present one good month as typical. Your own risk wording should go in the brief, and futures brokers have NFA rules on top. See our futures broker page.
What brands should do
- Write the disclosure wording into every creator brief
- Tell creators what they can and can’t claim, in writing
- Check posts after they go live, not just the brief
- Ask for fixes fast, and pause codes that don’t comply
- Keep a record of what you told creators and what they posted
That’s the process we run for every client. It’s in our program management service.
Sources
- FTC, Disclosures 101 for Social Media InfluencersFederal Trade Commission, November 2019. PDF version: ftc.gov/system/files/ftc_gov/pdf/1001A_Influencer Guide_508.pdf
- FTC, FTC’s Endorsement Guides: What People Are AskingFederal Trade Commission business guidance
- 16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in AdvertisingeCFR. Revised guides published 26 July 2023 (88 FR 48092)
- FTC press release on the updated Endorsement GuidesFederal Trade Commission, June 2023
Not legal advice. This is a plain-English summary of public sources, linked above, as we read them on 4 November 2026. Rules change and every brand is different. Check with your own counsel or compliance team before you rely on it.
Questions people ask
Is “affiliate link” enough of a disclosure?
The FTC’s FAQ says it may not be, on its own. It suggests something like “paid link” right next to the link is clearer.
Does a creator outside the US need to disclose?
The FTC says US law applies if it’s reasonably foreseeable the post will affect US consumers. If US traders watch, plan to disclose.
Is the platform’s paid-partnership label enough?
The FTC says not to rely on platform tools alone. Use a clear disclosure in the post as well.
Is this legal advice?
No. It’s a plain-English summary of the FTC sources linked above. Check with your own counsel.
