Only 1 in 4 Adults Trust Creators to Disclose Brand Deals: What to Do
Quick answerYes. Under the FTC's Endorsement Guides, paid or gifted posts need a clear disclosure with the post itself. A Morning Consult survey reported by Tubefilter on November 8, 2026 found only about 25% of US adults believe creators always disclose, so clear labels are now a trust signal, not a formality.
What did the survey find?
Tubefilter reported on November 8, 2026 on a Morning Consult survey of around 2,000 US adults, run for Business Insider. The key results:
| Finding | Result |
|---|---|
| Believe creators consistently disclose brand ties | About 1 in 4 |
| Boomers who say creators rarely or never disclose clearly | 53% |
| Gen Z who say the same | 21% |
| Say creators should not have to disclose: Boomers / Gen X / Millennials / Gen Z | 12% / 18% / 22% / 23% |
A majority in every age group said creators should have to disclose paid sponsorships. Tubefilter didn't publish the survey's fielding dates or margin of error.
Are brands asking creators to hide deals?
Some are, according to a separate SheSpeaks survey cited in the same article. In it, 14% of creators admitted they don't always disclose brand ties, and 18% said a brand had explicitly asked them not to mention payment within the past year. That is a request you should say no to. It puts you at risk, not just the brand.
What does the FTC actually require?
The FTC's Endorsement Guides Q&A sets out the basics:
- If you were paid or given free product, and viewers wouldn't expect that, disclose it clearly.
- Short labels like "#ad", "Ad:" or "Sponsored" can work. Put them at the start, not buried in hashtags or comments.
- Vague tags like "#ambassador" or "Gifted" on their own aren't clear enough, according to the FTC page.
- A note in your bio doesn't count. The disclosure belongs with each endorsement.
- Platform paid-partnership tools may help, but the FTC says responsibility still sits with you and the brand.
Does this apply to UGC creators?
It depends on where the video runs. When a brand posts your video on its own account or runs it as an ad, it's the brand's ad and the brand handles the ad rules. When the content appears on your account, including whitelisted or Spark-style ads run through your handle, viewers see it as coming from you, so it needs a clear disclosure. If you also post a gifted product review on your own profile, label it.
The rules for AI-made content are separate. An "#ad" doesn't replace an AI label. See AI UGC ads and disclosure rules.
How can you turn disclosure into a trust signal?
- Put disclosure terms in your contract. Agree on the exact caption wording and on-screen label before you film, so nobody argues about it later.
- Price whitelisting separately. Ads run through your handle carry your name. Our guide to UGC usage rights explains how to charge for it.
- Keep honest samples. Label spec videos as spec in your portfolio, and don't present gifted work as paid client work.
- Say no to hidden deals. If a brand asks you to hide that it paid you, that is a sign of how it will treat you elsewhere.
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FAQ
Do I have to disclose gifted products?
The FTC says a free product is a material connection that should be disclosed clearly. For very small gifts, disclosing is still the safer choice.
Is a disclosure in my bio enough?
No. According to the FTC's Endorsement Guides Q&A, the disclosure should appear with each endorsement, not just on your profile.
What share of people trust creators to disclose deals?
About one in four US adults, according to a Morning Consult survey reported by Tubefilter on November 8, 2026.
Sources
- Tubefilter: Just a quarter of U.S. adults trust creators to always disclose brand deals (Nov 8, 2026)
- FTC: Endorsement Guides — What People Are Asking
Prices and figures checked on Nov 8, 2026.
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