PostEaseThe short answer
The content disclosure setting is the switch you turn on when a TikTok post or LIVE promotes a brand, product or service. TikTok’s Help Center says that when you post such content, “you must turn on the content disclosure setting.” Turning it on adds a label: Paid partnership for branded content made for another business, or Promotional content when you promote your own.
TikTok’s Branded Content Policy, effective 31 August 2026, calls this the commercial content disclosure toggle. It defines branded content broadly: gifted products, paid posts, affiliate links and promotional codes, and brands you have or have had a commercial relationship with, such as an ambassadorship. TikTok says turning the setting on does not affect how a post is distributed in feeds.
What counts as branded content
From TikTok’s Branded Content Policy, content that features or references:
| Situation | Branded content? |
|---|---|
| A product or service a brand gifted you | Yes |
| A brand, product or service you were paid to post about, in money or a gift | Yes |
| A product or service you earn a commission on, such as through an affiliate link or promotional code | Yes |
| A brand you have or have had a commercial relationship with, such as being its ambassador | Yes |
| Your own brand or business | Not branded content, but still disclosed, as Promotional content |
How to turn it on
On the post screen in the app, tap Content disclosure and ads, or More options and then Content disclosure and ads if you are not part of TikTok One. Turn the setting on and choose Your brand or Branded content. On the web, turn on Disclose post content after selecting a video, and for a LIVE, turn on Disclose LIVE content.
You can turn it on before or after posting and when you go LIVE, but TikTok says that once a post or LIVE is published with a label, the label cannot be changed. If you chose wrongly, remove the post and publish it again with the right choice.
Tagging a brand partner
When you choose Branded content, you can tag the brand. TikTok lists what tagging does:
| Effect | What TikTok says |
|---|---|
| Discovery | Tagged content shows up in Content Suite, where brands can find it and run it as Spark Ads |
| Ads authorization | You can grant it in advance, 60 days by default, so the brand can use the post as an ad |
| Anchor authorization | Lets the brand add its links to the video for its campaign |
| Insights | The brand gets post-level analytics in Content Suite, similar to what you see |
Beyond the label
The label is one rule among several. TikTok’s policy also says the product or service must be clear without viewers having to visit your profile or a link, for instance by naming it aloud or in the caption, and that claims must not be false or misleading. It lists industries that branded content may not promote at all, among them tobacco and vapes, weight-loss products, financial schemes such as multi-level marketing, and professional services such as accounting, legal and immigration services. If a post breaks the rules, TikTok may remove or restrict it.
TikTok also says you are responsible for complying with the laws where you post, including any disclosures they require on top of its own. Our guide to disclosure rules covers the main ones.
Questions
Does the TikTok paid partnership label hurt reach?
TikTok says turning on the content disclosure setting won’t affect the distribution of your post in feeds.
Do I need to disclose gifted products on TikTok?
Yes. TikTok’s Branded Content Policy counts a product or service gifted by a brand as branded content, which must use the disclosure setting.
Do affiliate links count as branded content on TikTok?
Yes. The policy includes products or services you earn a commission on, for example through an affiliate link or promotional code.
Can I change the disclosure label after posting?
No. Once a post or LIVE is published with a label, it cannot be changed. Remove it and post again with the correct selection.
Sources
- TikTok, Branded Content Policy (effective 31 August 2026), August 2026.
- TikTok, Promoting a brand, product, or service on TikTok, checked October 2026.