[FAQ]

Hello,

I’ve just agreed to my first paid partnership, which is fantastic, but now I’m trying to make sure I do the disclosure part correctly. I want to be completely transparent with my audience and, of course, follow all the rules.

I’ve seen some creators just use the #ad hashtag, while others use the built-in “paid partnership” label that TikTok provides. Do I need to do both, or is one sufficient? I’m also not sure if I need to verbally mention it in the video itself. I just want to make sure all my bases are covered so I don’t get into any trouble.

Any advice on the correct etiquette and requirements would be much appreciated.

[Jeff Bullas]

Good on you for taking this seriously; it’s a mark of a professional.

The Bottom Line: You must use TikTok’s built-in ‘Branded content’ toggle for every paid post. For maximum transparency and legal safety, you should also include a clear text disclosure like #ad at the start of your caption.

The goal of disclosure isn’t just to follow the rules, but to maintain the trust you’ve built with your audience.

Following TikTok’s Terms of Service is the first step, and that makes using their official branded content toggle a non-negotiable requirement. This feature clearly adds a “Paid partnership” label to your content, which is the baseline for platform compliance. However, you must also satisfy advertising laws, which require your disclosure to be clear and conspicuous. To meet this higher standard, you should also include an unambiguous hashtag like #ad or #sponsored at the very beginning of your caption where it cannot be missed. Hiding it among a dozen other hashtags does not count as clear. For ultimate transparency, especially in review-style videos, a brief verbal mention that the product was sent to you is also a powerful way to strengthen audience trust.

Cheers,

Jeff

[Author]

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