How to disclose sponsorships or affiliate links?
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If someone pays you to promote a product. whether that's an affiliate commission, a sponsored content fee, or a free product for review. you need to disclose that relationship. The Federal Trade Commission requires it. Why? Because readers deserve to know when money or gifts influence your recommendations.
Where should the disclosure go? At the top of the email if the whole thing is sponsored. Near the specific link if only certain products are affiliate links. Don't bury it in footer text readers will miss. Disclose before readers encounter the sponsored content, not after. The timing matters legally.
What should you say? Plain language. "This email contains affiliate links" or "This email is sponsored by [Brand]." Skip the legalese. Don't write "material connections" when you mean "we might earn money from this." Readers won't understand corporate jargon. Clarity beats correctness.
Common disclosure formats that work: A header statement at the top of the email. Inline disclosure near the link ("+*" with a footnote, or a bracketed label). A dedicated section ("Sponsorship Disclosure" or "Affiliate Disclaimer"). Pick one format and stick with it across all your emails so subscribers know what to expect.
Transparency actually builds trust with readers who get it. Most sophisticated audiences understand creators need revenue. Hiding the relationship when they discover it later feels dishonest. Disclose upfront and you've got nothing to hide.
Related: CAN-SPAM, GDPR, unsubscribe rules.
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