NIL guide
How to disclose sponsored NIL posts
If a brand pays you or gives you something to post about it, say so clearly in the post itself, in plain words such as "ad," "sponsored" or "paid partnership," where people will see it without clicking "more." In videos and livestreams, say it out loud as well as in the caption, and repeat it during long streams.
Key facts
- The FTC's Endorsement Guides apply to athletes the same as any influencer.
- Disclose any financial, family, employment or personal relationship with the brand, including free products.
- Put the disclosure in the post, not only in your bio or behind a link.
- Use simple, clear words; platform paid-partnership tools help, but do not rely on them alone.
How to do it
- Place it up front: at the start of a caption, on the image or video itself, or both.
- Use clear words: "ad," "advertisement," "sponsored" or "[Brand] partner." Vague tags like "#sp" or "#collab" are not enough.
- Say it in video and audio: say "this is sponsored by" at the start of a video, and repeat it during livestreams.
- Disclose free products too: a gift you are expected to post about is a material connection.
- Only say what is true: do not claim you use a product you have not tried.
Build it into the deal
Put the disclosure requirement, and who reviews posts before they go live, in your NIL contract. Keep screenshots of what you posted.
Frequently asked questions
Do I have to say #ad on NIL posts?
You need a clear disclosure when a brand pays you or gives you something; "#ad" or "sponsored" at the start of the post works.
Is the platform's paid partnership label enough?
It helps, but the FTC advises not to rely on it alone; add your own clear disclosure.
Next steps
Sources
- Disclosures 101 for Social Media Influencers — Federal Trade Commission
- 16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising — Electronic Code of Federal Regulations
This is general information, not legal advice. NIL rules differ by state, school, association and sport, and they change often. Check the official sources linked on this page and talk with your school's compliance office, your state association or a licensed attorney before you sign anything.