What does the FTC say a pet creator must disclose?
A material connection, such as a brand paying the creator or giving free or discounted products or services.
“such as the brand paying you or giving you free or discounted products or services”
read November 10, 2026
The FTC page puts the duty on the creator: As an influencer, it's your responsibility to make these disclosures.
Source: Federal Trade Commission, influencers
How many pet videos say sponsored?
18% do: 244 of 1,364 name the brand beside the word sponsor, partner, paid partnership or ad.
Larger channels say it a little more often.
| Subscribers | Videos with a code or link | Videos that say sponsored | Share |
|---|---|---|---|
| Under 10,000 | 8 | 0 | 0% |
| 10,000 to 99,999 | 370 | 57 | 15% |
| 100,000 to 499,999 | 598 | 106 | 18% |
| 500,000 and up | 388 | 81 | 21% |
Source: Our own count of YouTube videos with a brand's code or link on pet channels, November 10, 2026
Which pet brands say it, and which do not?
FluentPet's videos do: 20 of 28 say In partnership with FluentPet, while 0 of 39 for Buck Wild Bison do.
| Brand | Videos with its code or link | Videos that say sponsored |
|---|---|---|
| Ollie | 52 | 7 |
| We Feed Raw | 41 | 0 |
| Buck Wild Bison | 39 | 0 |
| Alpine Outfitters | 39 | 0 |
| FluentPet | 28 | 20 |
| Impact Dog Crates | 27 | 0 |
These six come from the top of our list of pet brands by videos. A video with a code and no sponsor line is not proof of a missing disclosure, since we read only the video's text.
What should a pet brand put in its brief?
- Name the line: Sponsored by [brand], in the first line of the description.
- Ask for the same line on every video of a run, not only the first.
- Check the first three videos before the rest go live.
“While this video is sponsored, all the opinions and thoughts on the products are completely our own”
video description for a Petlibro video, November 2024
Our pet brand ambassador page shows which long runs say sponsored, and the dog food page shows it for food.