Three kinds of paid content in your feed
First, platform ads: videos a company pays to show in your feed, usually marked as sponsored. Second, sponsored creator content: a creator is paid or given free products to feature a brand. Third, affiliate content: a creator earns a commission when you buy through their link or code.
All three can look like ordinary videos. That is the point: the more natural an ad feels, the better it often works.
Labels to look for
Platform ads usually carry a 'Sponsored' or similar label. Creators are often expected to disclose paid partnerships using the app's branded content tools or clear tags like '#ad' or '#sponsored'. Rules on disclosure vary by platform and country, so the exact wording you see can differ.
Disclosures can be small or hidden at the end of a long caption. It is worth expanding the caption and checking the top of the video for a label.
Clues when there is no label
A discount code, a link to a specific shop, a product shown in perfect lighting from every angle or phrases that sound like a script can all hint at a paid deal. So can a creator suddenly praising a product category they never mentioned before.
None of these prove a video is paid, but they are good reasons to look a little deeper before buying.
Why it matters
Knowing that someone is paid does not mean they are lying. Many creators only promote products they truly like. It does mean they have a reason to focus on the positives, and you may not hear about downsides or cheaper alternatives.
For children and teens, spotting ads is a key media literacy skill. Talking through examples together helps them see that a fun video can also be a sales pitch.
Making better buying decisions
When a product interests you, look for reviews from people who are not paid, compare prices and read the return policy. If a creator fails to disclose a paid promotion, you can report the video using the relevant reason in the app.
Frequently asked questions
Is it illegal for creators not to label ads?
Many countries have advertising rules that require disclosure, and platforms have their own policies too, but the details vary. Check local consumer rules and TikTok's current branded content policy for specifics.
Are affiliate links the same as sponsorship?
Not exactly. Affiliate links pay a commission per sale, while sponsorship usually involves an agreement with a brand. Both create a financial interest, so both deserve a disclosure.