If an AI-generated answer or summary recommends something through an affiliate link, put a plain-language commission disclosure beside that recommendation or link. Readers should be able to tell, at a glance, that the publisher may earn money if they buy. This applies established U.S. Federal Trade Commission (FTC) endorsement guidance as a practical editorial approach; the cited materials do not establish a separate FTC rule specifically for AI-generated answers.
What to say when an answer contains an affiliate link
State the financial connection plainly. For example: “I may earn a commission if you buy through this link.” The FTC gives this example: “I get commissions for purchases made through links in this post.” Use wording that accurately describes the arrangement.
Do not assume that “affiliate link” alone explains the connection. FTC staff says consumers may not understand that phrase to mean the publisher is paid when a purchase happens. Its FAQ says “Paid link,” placed right next to an affiliate link, should adequately convey the nature of that link. A more explicit commission statement can be clearer still.
Where the disclosure belongs in an AI answer or summary
Keep the disclosure close enough to the recommendation that readers can tell which link it qualifies. In a short answer, put it in the same visible text block as the product or service recommendation and its outbound link. The FTC’s guidance puts the principle simply: “The closer the disclosure is to your recommendation, the better.”
#1 Best Overall
- One recommendation: Include the disclosure in the same sentence or paragraph as the recommendation and link.
- A list or comparison: Make clear which recommendations or links are monetized; do not rely on a general note that readers might not associate with a particular item.
- A summary that shows only part of a longer answer: Keep the disclosure with the endorsement in the portion readers see, rather than placing it only elsewhere in the full response.
These are editorial applications of FTC proximity guidance, not an AI-specific regulatory interpretation.
Make the disclosure easy to notice and understand
A disclosure works only if people can see or hear it and understand what it means. FTC influencer guidance advises placing disclosures with endorsements, using simple language, and not burying them in a profile page, collapsed text, a cluster of hashtags, or only at the end of a video. Applied to an AI answer surface, that means a disclosure should not require a reader to open unrelated content or hunt for a separate policy page to discover the financial connection.
Match the disclosure to how the answer is delivered. If an endorsement is spoken in audio or video, consider whether the disclosure is also audible in the endorsement itself. For interfaces with collapsed text or partial previews, ensure the disclosure remains visible with the recommendation. FTC guidance on video and live streams addresses those formats; applying those details to AI answer components is a format-based editorial inference, not a rule specifically written for AI.
Do not rely on a platform label alone
A platform’s paid-promotion or disclosure tool may help, but the FTC says use of such a tool is not guaranteed to be effective by itself. Its guidance places responsibility for an effective disclosure on the advertiser and endorser. Do not claim that an AI platform’s label or feature automatically satisfies every legal obligation; check that readers still receive a clear disclosure beside the recommendation.
Extra wording for Amazon Associates links
Amazon Associates participants have an additional program requirement. Amazon’s help guidance and agreement context specify the statement: “As an Amazon Associate I earn from qualifying purchases.” Amazon also says to disclose near affiliate links. Include the program statement where required and provide an effective disclosure associated with the specific recommendation or link; the program wording does not replace applicable legal obligations. Amazon’s agreement page states an update date of October 15, 2025.
What the evidence does—and does not—say about AI
The cited FTC materials address endorsements and digital or social communications, rather than setting out a dedicated, current FTC interpretation for affiliate disclosures in AI-generated answer snippets or summaries. Applying their general principles—plain language, proximity, and visibility—is a practical approach, but it should not be presented as an AI-specific FTC ruling or as a guarantee that one label meets every legal requirement.
A 2018 study published in Proceedings of the ACM on Human-Computer Interaction examined more than 500,000 YouTube videos and 2.1 million Pinterest pins, alongside a user study of 1,791 participants. In the material studied, only about 10% of sampled affiliate marketing content on both platforms contained any disclosure; explanatory disclosures were more readily noticed and understood than less explanatory forms. The study did not examine AI-generated answers, so its findings should not be generalized to current answer engines.
The primary authorities cited here are U.S. FTC materials and Amazon’s U.S. Associates program pages. Requirements elsewhere may differ, and this guidance does not resolve the law in other jurisdictions.
Do these 3 things before closing this tab:
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- Specificity: Does the text make clear that a commission or other payment may result from a purchase?
- Proximity: Is the disclosure beside the recommendation or the relevant link?
- Visibility: Can a reader see it without opening collapsed content, scrolling through unrelated material, or visiting a profile page?
- Format fit: Is it readable or audible where the endorsement appears, including in a partial preview or spoken answer?
These checks synthesize FTC guidance; they are not an official FTC scoring rubric.
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