In less than 3 Minutes, you will learn the exact steps to correctly label your paid videos, including the one mandatory toggle that ensures your account stays compliant with both TikTok’s policies and global advertising laws.
Quick Answer: To disclose sponsored content, go to the Post screen, tap More options, select Content disclosure and ads, and turn on the Disclosure toggle. While the FTC still recognizes clear hashtags like #ad in the caption, TikTok strongly encourages using the official system label to ensure full platform transparency. For certain campaigns within the Creator Marketplace, using this built-in toggle is a mandatory requirement to track campaign performance accurately.
The Shift Toward System-Level Disclosure
While manual labels (like text stickers) are helpful, TikTok’s algorithm primarily looks for the system-level metadata provided by the Disclosure Toggle. Using the official tool is the best practice to avoid your content being flagged as “Hidden Advertising,” which can lead to videos being ineligible for the For You Page.
How to Enable the Paid Partnership Label
Follow these steps in TikTok version 43.7.3 to ensure your content is compliant:
- Prepare Your Post: Record or upload your video and tap Next to reach the “Post” screen.
- Access Disclosure Settings: Scroll down and tap More options.
- Toggle Content Disclosure: Tap on Content disclosure and ads.
- Turn On Disclosure: Toggle the Disclosure switch to the “On” position.
- Select Content Type: Choose between “Your brand” (if promoting your own business) or “Branded content” (if a third-party brand paid you).
- Confirm and Link: If applicable, enter your Marketplace campaign code to link the video directly to your sponsor’s dashboard.
Important Limitation (Most Users Miss This)
- ⚠️ Permanent Labeling: Once a video is posted with the “Paid Partnership” label via the system toggle, you cannot remove it or edit the disclosure type without deleting and reposting the video.
- ⚠️ Dual-Layer Transparency: Even when using the toggle, it is highly recommended to keep a clear, visible disclosure (like #ad) in the first two lines of your TikTok caption to satisfy FTC’s “clear and conspicuous” standard.
- ⚠️ Marketplace Enforcement: If you are working on an official contract found through the Creator Marketplace, skipping this toggle may result in the brand being unable to verify your deliverables, leading to payment delays.
What Disclosure Does NOT Do
- Protect Against Copyright: Disclosing a partnership does not grant you the right to use unlicensed music; you must still comply with TikTok copyright policies.
- Bypass Ad Review: Disclosed content still undergoes TikTok’s “Ad Integrity” checks. If the content violates community guidelines, it will be removed regardless of the label.
- Guarantee Reach: Using the disclosure tool does not “boost” your video; in fact, TikTok may categorize it as commercial content, which sometimes has different organic reach patterns compared to non-commercial posts.
Quick Decision Guide
- ✅ Use the Toggle if: You received payment, free gifts, or are part of an affiliate program like TikTok Shop.
- ✅ Use the Toggle if: You are promoting your own products or services.
- ❌ Skip the Toggle if: You are giving an honest, unpaid review of a product you purchased yourself with no brand connection.
Final Summary: Correct disclosure on TikTok is a combination of using the Content Disclosure tool in settings and maintaining clear textual hashtags like #ad. This dual-layered approach ensures you meet both TikTok’s technical requirements and legal transparency standards.
📅 Accuracy Check: Verified for February 2026. This reflects the current UI and global best practices for creator transparency.
TopQLearn Editorial Team
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