Creator Disclosure Guidelines

Every collaboration booked through OverTake is disclosed. This page is for creators — what to write, where to put it, and when it applies — and for brands, so you know what will appear on the post before you brief it.

Disclosure is a condition of payment. An undisclosed paid post is not a delivered post.

When you have to disclose

Any time there is a material connection between you and the brand. That includes:

• You were paid, in money or credits.
• You were sent the product free, or at a discount, even with no obligation to post.
• You earn commission or affiliate revenue on sales, including TikTok Shop.
• You entered a competition, received a trip, an event ticket, or anything else of value.

If you are wondering whether it counts, it counts. The test regulators apply is whether a viewer would change how they weigh your opinion if they knew.

How to disclose

• Use the platform’s own tool. On TikTok, switch on the branded content toggle. It is the disclosure platforms actually check for, and it survives re-sharing.
• Say it in the post too.The toggle alone is not enough in several markets. Put it in the caption, near the front, before the “more” cut.
• Say it out loud in the video where the post is mostly spoken. A caption disclosure on a video watched with the caption collapsed does not reach anyone.

Wording that works

#ad, #advert, Paid partnership with [brand], #gifted for product with no fee, and #affiliate or Commission earned where you earn on sales.

Wording that does not

#sp, #collab, #thanks[brand], #ambassador on its own, a disclosure buried under a wall of hashtags, one placed after the caption “more” cut, or grey text on a grey background. These have all been ruled insufficient by regulators, and the liability lands on the person who posted.

Affiliate and TikTok Shop

Commission must be disclosed on every post carrying the link, not once on your profile, and not only on the first video in a series. If the video sells, the video discloses.

AI and edited media

Content that is AI-generated or materially altered must be labelled, both in the caption and with the platform’s synthetic-media tool. Never present a generated result as a real one: no AI-made before-and-after passed off as your own outcome, and no synthetic voice or likeness of anyone who has not consented in writing.

Say what you actually think

Your opinion has to be your own and honest. Do not claim a result you did not get, do not read a script that makes a claim you cannot stand behind, and do not describe using a product you have not used. If a brief asks you to, tell us — that brief breaches our Content & Community Policy and we will deal with the brand, not with you.

Rules that apply on top of this

Local law is stricter than any of this in places. US creators are covered by the FTC Endorsement Guides, UK creators by the CAP Code and the CMA, EU creators by national implementations of the Unfair Commercial Practices Directive, and Indian creators by the ASCI influencer guidelines and CCPA rules. Where they demand more, follow them. TikTok’s own Branded Content Policy applies in every market.

What happens if disclosure is missing

We ask you to fix it, usually by editing the caption and enabling the toggle. Payment for that deliverable stays on hold until it is done. Repeatedly posting undisclosed paid content ends the relationship, because the risk lands on you personally and on every other creator working through us.

Questions

If you are unsure how to disclose something, ask before you post: piyushh@tokgency.com.