# Disclosure rules for creator posts in cause campaigns

A cause post makes two claims: the creator has a paid relationship, and a purchase helps a nonprofit. Each claim needs a clear disclosure.

By Victor Ramayrat. Published September 25, 2026. Under 2 min read. Web page: https://socient.ai/insights/disclosure-rules-creator-cause-campaigns/

## Key takeaways

1. The FTC tells creators to disclose a paid relationship or a free product in the post, where people cannot miss it.
2. BBB Wise Giving Alliance Standard 19 asks a cause promotion to state the gift amount, the campaign dates, and any maximum or minimum.
3. A platform's paid partnership tool helps, but the FTC guide says not to rely on it alone.

## Two claims, two disclosures

A creator writes, "Buy this coffee and help a food bank." That post makes two claims. The creator has a paid relationship with the brand, and the sale helps a nonprofit. Each claim needs its own disclosure.

## Disclose the paid relationship

The FTC guide [Disclosures 101 for Social Media Influencers](https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers) gives these rules:

- Put the disclosure with the endorsement. Do not hide it at the end, in a profile, or behind a "more" link.
- Use clear words, such as "ad," "advertisement," or "sponsored." Do not use "sp," "collab," or "thanks."
- In a video, say it and show it. In a livestream, repeat it.
- A free product counts as a paid relationship.

## Disclose how the nonprofit benefits

BBB Wise Giving Alliance Standard 19 asks a cause promotion to state three things where people buy or give: the part of the price that goes to the charity, the campaign dates, and any maximum or guaranteed minimum gift.

Interactive checklist on the web page: Check a sample cause post.

- Disclose the paid relationship at the start. FTC: put it with the endorsement, in clear words.
- State the amount that goes to the nonprofit. BBB Standard 19: the actual or expected part of the price.
- State the campaign dates. BBB Standard 19: the duration of the campaign.
- State the maximum gift, if there is one. BBB Standard 19: any maximum or guaranteed minimum.

## Check state rules too

Some US states regulate commercial co-ventures, in which a business says that a sale helps a charity. Check these rules with your legal counsel before you launch.

This article is general information, not legal advice.

## Common questions

### What must a creator disclose in a cause marketing post?

Two things. The creator must disclose the paid relationship with the brand, as the FTC asks. The post must also state how the nonprofit benefits: the amount, the campaign dates, and any maximum or minimum gift, as BBB Standard 19 asks.

### Is a platform's paid partnership label enough?

Not always. The FTC guide says not to rely on the platform tool alone. Use it together with your own clear disclosure, such as "Ad" at the start of the post.

### Does a free product count as a paid relationship?

Yes. The FTC guide asks creators to disclose a free or discounted product, the same as a payment.

## Sources

1. [Disclosures 101 for Social Media Influencers](https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers). Federal Trade Commission.
2. [Better Business Bureau Standards (Standard 19, cause-related marketing)](https://engageforgood.com/better-business-bureau-standards/). Engage for Good.
3. [Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 CFR Part 255](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255). Federal Trade Commission.