Navigating FTC Disclosures as an Automattic Affiliate

As a member of the Automattic Affiliate Program, it’s critical to satisfy the Federal Trade Commission’s guidelines regarding affiliate disclosures. Proper disclosures not only satisfy legal requirements but also help establish trust with your audience. And FTC guidelines apply to any and all content that it is reasonable to assume a US consumer might see, so this applies to content creators outside of the U.S., too! 

In this guide, we walk you through the why and how of the FTC’s standard of clear, conspicuous, and unavoidable language when disclosing your affiliate relationship with Automattic.

Please note: The information below is provided as a courtesy, and we recommend that you review this information with your legal counsel. Only your legal advisor can assure you that the information contained herein applies or is appropriate to your situation.

In 2009, the FTC started mandating that all publishers within the affiliate marketing space disclose their relationship with a brand. Disclosing your relationship with a brand generates trust between yourself, the brand, and your audience. 

Every single piece of content that promotes an Automattic product through affiliate links needs to have a clear and concise FTC disclosure statement prominently displayed. 

FTC disclosure statements are common, and most consumers are aware of this concept. Don’t stress!

Disclosures should be conspicuously placed and contain clear, concise, and unambiguous language. To help you figure out the “how,” we offer some concrete examples of compliant disclosure statements. Here are some examples of compliant disclosure clauses: 

1. “As an Automattic Affiliate, I earn from qualifying purchases made through links in this post at no additional cost to you.” 
2. “Affiliate links help support the channel. I may earn a small commission from purchases made through the links provided.” 
3. Or this example from Neil Patel’s blog: “This content is reader-supported, which means if you click on some of our links, we may earn a commission.”

The FTC recommends that the language of the disclosure be in the same tone as the rest of the ad. This helps ensure understandability and transparency for your audience. By using language that is easy to understand and prominently placing these disclosures within your content, you increase the likelihood that your audience is informed about your affiliate relationship with Automattic.

Affiliates creating YouTube content should place the FTC disclosure in the description box under the video and check the paid promotion box in Studio mode that reads: “My video contains paid promotion like a product placement, sponsorship, or endorsement.” This support article explains that every piece of content that promotes a product through which the creator might get paid should have this box checked. Instagram and TikTok content should also feature a disclosure early on in the description box. 

Failure to disclose affiliate relationships properly can result in serious consequences, including damage to your reputation and even legal repercussions. To help avoid non-compliance, prioritize transparency in your disclosures and avoid misleading or ambiguous language. Clear disclosures help maintain the trust of your audience and your compliance with FTC regulations.

Affiliates should be wary of using pop-overs or disclosure links in footers or other inconspicuous areas. These disclosures are often not compliant, and affiliates might think they are when they see those methods used by others. Always refer to FTC guidelines, an affiliate manager, or a legal advisor when unsure.

FTC disclosures help Automattic Affiliate Program members approach affiliate marketing with transparency and integrity. By implementing clear and compliant disclosure statements while promoting Automattic products, you build credibility and trust with your audience. 

Remember, compliance with FTC guidelines not only protects consumers but also upholds the values of the Automattic Affiliate Program and the integrity of affiliate marketing as a whole. For more information, consult this FTC Endorsement Guide article and this Best Practices for Influencers resource.