What is paid link disclosure?
Paid link disclosure is telling both search engines and readers that a link exists because someone was paid or compensated. The two audiences need two different disclosures: a rel value in the link's code for search engines, and plain visible wording for people.
A typical example: a home goods blog publishes a sponsored review of a coffee grinder and links to the brand's store. A properly disclosed version marks the link rel="sponsored" in the HTML and says, near the top of the review and next to the link, that the brand paid for the post.
<p><strong>Sponsored:</strong> Acme paid for this review. We earn money if you buy through this link.</p>
<a href="https://example.com/grinder" rel="sponsored">Acme grinder</a>This page covers both sides at a factual level. It is not legal advice.
Why does a paid link need two disclosures?
A paid link needs two disclosures because search engines and people read different things. Google reads the rel attribute, which visitors never see. People read the words on the page, which Google's link policy does not depend on. Each disclosure fails the other audience:
| Code disclosure | Visible disclosure | |
|---|---|---|
| Written as | rel="sponsored" or rel="nofollow" | Words such as "Sponsored", "Paid link", "I earn a commission" |
| Read by | Search engines | Readers |
| Required by | Google's spam policies [1] | Consumer protection rules such as the FTC Endorsement Guides in the US [3] |
| Does it satisfy the other? | No: readers never see it | No: Google's policy asks for the rel value [1] |
This is the distinction most guides miss. SEO guides tend to stop at rel="sponsored", and affiliate disclosure guides tend to stop at the wording. The FTC's own question and answer page on the Endorsement Guides does not mention SEO, search engines or nofollow at all [3], and Google's link documentation does not deal with what readers are told [2]. A site that does only one has done half the job.
What does Google require for paid links?
Google requires paid links to be qualified with rel="sponsored" or rel="nofollow" so they pass no ranking credit. Google says "buying and selling links is a normal part of the economy of the web for advertising and sponsorship purposes", and that it is not a violation to have such links "as long as they are qualified with a rel="nofollow" or rel="sponsored" attribute value" [1].
Google's guidance on which value to use [2]:
- Mark "links that are advertisements or paid placements (commonly called paid links) with the
sponsoredvalue." nofollow"was previously recommended for these types of links and is still an acceptable way to flag them, thoughsponsoredis preferred."- Values can be combined in a space- or comma-separated list, such as
rel="sponsored nofollow".
Unqualified paid links are link spam. Google's list of link spam includes buying or selling links for ranking purposes, text ads that don't block ranking credit, and "advertorials or native advertising where payment is received for articles that include links that pass ranking credit" [1].
What happens if paid links are not disclosed to Google?
If paid links are not disclosed to Google, Google can treat them as link spam, neutralize them, or apply a manual action. When Google's systems neutralize spammy links, "any ranking benefit the links may have previously generated for your site is lost" [5].
A site that sells or places unqualified paid links can receive an "Unnatural links from your site" manual action, which Google describes as "a pattern of unnatural artificial, deceptive, or manipulative outbound links" [4]. Google's recommended fix is to remove the paid links or qualify them, then submit a reconsideration request [4]. A site that buys them can receive an "Unnatural links to your site" action [4].
What does the FTC require for paid and affiliate links?
The FTC expects anyone paid to recommend a product, including through affiliate links, to disclose that relationship clearly and conspicuously. For affiliate links on a site, the FTC's guidance says: "You should disclose your relationship to the retailer clearly and conspicuously on your site, so readers can decide how much weight to give your endorsement" [3].
The FTC's question and answer page on the Endorsement Guides sets out specifics that apply directly to links [3]:
- Placement: "The closer the disclosure is to your recommendation, the better." A reader should be able to see the disclosure and the link at the same time.
- Not homepage only: "A single disclosure on your home page won't be sufficient", because people read individual reviews without visiting the homepage.
- Not behind a link: a hyperlinked disclosure "is easily avoidable, meaning that the disclosure is not clear and conspicuous."
- Not at the bottom: "Consumers may miss a disclosure at the bottom of a blog or page."
- Wording: "Consumers might not understand that 'affiliate link' means that the person placing the link is getting paid." The FTC says "'Paid link' right next to an affiliate link should be an adequate disclosure", and offers wording like "I get commissions for purchases made through links in this post."
The FTC's test for what must be disclosed is a connection "that a significant minority of consumers wouldn't expect" and that "would affect how they evaluate the endorsement" [3].
Are the FTC Endorsement Guides law?
The FTC Endorsement Guides are not law themselves, but ignoring them can lead to enforcement under a law. The FTC states: "The Guides themselves don't have the force of law. However, practices inconsistent with the Guides may result in law enforcement actions alleging Section 5 violations" [3]. Section 5 of the FTC Act covers deceptive practices.
The Guides were revised in 2023 with new or revised principles, examples and definitions, including a new definition of "clearly and conspicuously" [3]. The FTC also says responsibility does not stop with the person publishing: "Your company is ultimately responsible for what others do on your behalf" [3].
Do US disclosure rules apply to sites outside the US?
US disclosure rules can apply to sites outside the US. The FTC says that if it is "reasonably foreseeable" that content "will be seen by and impact U.S. consumers, U.S. law would apply and you would need a disclosure" [3]. A site based elsewhere with a US audience should not assume the FTC's guidance is irrelevant.
Other countries have their own rules. In the UK, advertising disclosure is overseen by the Advertising Standards Authority, which applies the advertising codes, and the Competition and Markets Authority, which enforces consumer protection law. Search Insider could not confirm the current wording of the ASA's affiliate marketing guidance at the time of this review, so check the ASA's and CMA's own guidance directly before relying on a particular label in the UK.
What is the difference between rel="sponsored" and a sponsored label?
rel="sponsored" is an instruction to search engines inside the link's code, while a sponsored label is visible text that tells readers the content or link was paid for. A link can have one without the other, and only a link with both is fully disclosed. The code value stops the link passing ranking credit [1] [2]. The label lets the reader decide how much weight to give the recommendation [3].
How do you disclose a paid link correctly?
To disclose a paid link correctly, mark it in the code and state the relationship in words next to it. A practical checklist:
- Add the rel value. Use
rel="sponsored"on every paid, sponsored or affiliate link.rel="nofollow"is also accepted [2]. - Write the disclosure in plain words. "Paid link", "Sponsored" or "We earn a commission if you buy through these links" [3].
- Put it near the link. Readers should see the disclosure and the link together, not only at the bottom or on a separate page [3].
- Do it on every page. One sitewide disclosure page is not enough on its own [3].
- Check the live page. Inspect the published link to confirm the
relvalue survived the content management system, and confirm the label is visible on mobile.
If you buy placements, make both disclosures a condition of the order. A buyer who receives a paid link with no rel value and no label carries the link spam risk in Google [1], and under the FTC's guidance the advertiser is responsible for what others do on its behalf [3].