Are your digital disclosures doing enough?
In today’s digital world,
trust is your
most valuable currency.
Whether you’re building a brand, leading a consultancy, or partnering with companies as an influencer, one truth remains: transparency isn’t just a legal requirement.
In a world where brand partnerships, paid collaborations, and sponsored posts blend seamlessly into everyday content, maintaining that trust takes more intentionality than ever. And, transparency isn’t just about meeting legal standards.
It’s about protecting the foundation of your brand (even if that brand is you): credibility.
I’ve spent some time diving deeper into the latest Federal Trade Commission (FTC) guidelines around digital endorsements. And let me tell you: the expectation for clear, upfront disclosure is higher than ever.
And I’m not just talking for influencers, but for anyone communicating online in a business capacity.
Here are a few quick, key reminders that will keep your ship pointed in the right ethical (and legal) direction:
If you have a material connection to a brand (meaning you were paid, given free products, or have a relationship that could affect credibility) you must clearly disclose that connection.
Disclosures should be unavoidable for viewers; they should not hidden in hashtags, at the bottom of a post, or tucked behind the "see more" button.
Simple, direct language like #ad or Sponsored by [Brand] remains the gold standard.
Audio disclosures should be made in video content, included visually in the video, and included in the captions — not just buried in a description.
Partnerships are an amazing business opportunity, and they’re just that - a partnership. You benefit, the brand benefits, and if you operate ethically - the consumer benefits. But, it’s important to make sure that when there’s a relationship that could influence trust, your audience is fully informed without needing to read between the lines.
Most people think compliance is about avoiding risk. But true transparency — the kind that feels human, clear, and genuine — isn’t just about preventing mistakes. It’s about building a reputation so strong that no fine print can shake it.
Leaders who prioritize transparency send a clear message: We’re not here to trick you. We’re here to serve you.
So, the next time you post, partner, or promote, take the extra moment to make your relationship clear.
Not because you're required to — but because your brand, your leadership, and your community deserve it.