Affiliate Disclosure: What Ecommerce Stores Need to Know
Raúl Galera
May 30, 2025
Last reviewed: 30 May 2025
Quick answer: The FTC’s 2023 Endorsement Guide update means every paid mention (links, codes, reviews) now risks $53,088 per-post fines if your affiliate disclosure isn’t clear and conspicuous. (Source: Federal Trade Commission)
Table of Contents
Why Affiliate Disclosure Matters for Ecommerce
Key FTC Guidelines for Affiliate Compliance
Writing a Clear & Conspicuous Affiliate Disclosure
Common Compliance Mistakes Stores Make
Affiliate Disclosure Examples Ecommerce Brands Can Copy
Launch / Optimise Checklist
FAQ
Takeaways
Why Affiliate Disclosure Matters for Ecommerce
Affiliate links feel like casual recommendations, but the law sees them as paid endorsements. If shoppers don’t realise a creator (or your own blog) earns commission, the claim is misleading, and the FTC can sue. That makes airtight affiliate disclosure ecommerce practices as essential as PCI security.
Key FTC Guidelines for Affiliate Compliance
Disclose material connections. Any payment, free product, or commission link must be declared. (Federal Trade Commission)
Make it “clear and conspicuous.” Place the disclosure in the same screen (above the fold on mobile) and use plain words like “paid partnership” or “#Ad.” (Federal Trade Commission)
Influencer posts count as your ads. Brands are liable if a partner skips the disclosure. Monitor and remind affiliates regularly. (Hendershot Cowart P.C.)
Civil penalties are steep. Fines reach $53,088 per violation in 2025, and each non-compliant post can count separately. (luthor.ai)
Writing a Clear & Conspicuous Affiliate Disclosure
Use these rules to keep your affiliate disclosure ecommerce-ready:
Plain English first. “We earn a commission if you buy” beats legal jargon.
Place it early. Top of blog posts, first three lines of captions, or visible overlay on video from the start.
Match the medium.
Blog: Short sentence before first outbound link.
Instagram/TikTok: “#Ad” or “Paid partnership with @Brand” plus spoken mention in video.
Email: Header note above product list.
Keep it with the endorsement. No scrolling, clicking, or separate policy page.
Repeat on every asset. Footer sites-wide policies are extra, not replacements.
Common Compliance Mistakes Stores Make
Relying on one-time onboarding. Affiliates forget, make sure to send quarterly reminders and provide swipe copy.
Burying disclosures in hashtag clouds. The FTC says hiding “#ad” after 20 hashtags isn’t clear. (IZEA Worldwide, Inc)
Assuming platform toggles suffice. Always add your own text; tools can glitch or display differently across regions.
Ignoring employee & micro-creator posts. Staff and nano-influencers must disclose too.
No monitoring workflow. Use dashboards or spot-checks to flag missing tags. ReferralCandy’s fraud tools can help identify leaked codes and improper mentions. (Sprout Social)
Affiliate Disclosure Examples Ecommerce Brands Can Copy
Blog product roundup Heads up: Some links below are affiliate links, meaning we may earn a small commission at no extra cost to you.
Instagram reel Caption first line: “Paid partnership with @BrightTees. Use code BRIGHT10.” Overlay text on frame 1: “#Ad”
YouTube description This video contains affiliate links. If you purchase through them, we may receive a commission that helps fund more videos like this.
Email newsletter Header note: Affiliate disclosure: We may receive commissions on qualifying purchases.
Need more inspiration? Check the best Shopify affiliate apps guide for swipe-ready copy blocks in the Examples section.
Launch / Optimise Checklist
Add the disclosure line above the first affiliate link on all blog posts.
Prepend “#Ad” in the first 125 characters of social captions.
Update influencer brief with disclosure requirement + swipe copy.
Set up weekly spot-check on top 20 affiliate URLs.
Enable automated code monitoring in ReferralCandy or similar.
Log compliance reviews; archive screenshots for 24 months.
FAQ
Do I have to say “affiliate”?
No, but you must signal compensation. “This post contains paid links” also works.
Is “#affiliate” enough?
Not always, many consumers don’t understand the term. Add “#Ad” or a sentence explaining you earn commission.
Do discount codes need disclosure?
Yes, codes are endorsements tied to rewards. Treat them like links.
What if an influencer forgets?
Remind and document. Repeated failures could justify cutting ties to avoid joint liability.
Are EU or UK rules different?
Yes (CAP, CMA), but following the FTC’s “clear and conspicuous” standard satisfies most jurisdictions.
Takeaways
Affiliate disclosure ecommerce rules boil down to honesty: tell shoppers you get paid.
Clear, upfront wording plus consistent placement shields you from five-figure FTC fines.
Build disclosure into your influencer SOPs and monitoring tools, not after the first warning letter.
Raúl Galera is the Growth Lead at ReferralCandy, where they’ve helped 30,000+ eCommerce brands drive sales through referrals and word-of-mouth marketing. Over the past 8+ years, Raúl has worked hands-on with DTC merchants of all sizes (from scrappy Shopify startups to household names) helping them turn happy customers into revenue-driving advocates. Raúl’s been featured on dozens of top eCommerce podcasts, contributed to leading industry publications, and regularly speaks about customer acquisition, retention, and brand growth at industry events.
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