SPONSORSHIP RULES

YouTube

YouTube's own support center provides very clear rules on paid promotions and how they are to be labeled on the website, as well as a reminder that every creator needs to comply with their own countries' rules about sponsorship (i.e. the FTC in the United States or the Committee of Advertising Practice in the United Kingdom).

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According to the "paid product placements and endorsements" page, all of these types of endorsements need to be disclosed to viewers. When a video is uploaded that contains sponsorship or a "commercial relationship," the creator needs to check a "video contains paid promotion box." This will take the video off of YouTube's Kids app and allow them to choose a different advertisement to run before the video.

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YouTube is also very clear that it is up to the creator and the brand to comply with any legal obligations for sponsorship disclosure, but YouTube helps them with making that disclosure as easy as possible ("Paid product placements and endorsements").