When a creator promotes you for money, a gift or commission, the post is your ad as much as theirs. Regulators hold brands responsible for making sure it's labelled, and an unlabelled post is a risk to you, not only to them.
Why it's your problem too
- United States: the FTC expects a clear disclosure of any material connection next to the endorsement, and it looks at the advertiser as well as the creator.
- United Kingdom: the CMA can fine businesses directly for hidden advertising, and the advertising codes expect ads to be obviously identifiable.
- European Union: hiding that content is advertising is an unfair commercial practice.
What we do
- Every share text we make for creators starts with the label.
- Text you write for creators (your terms, page, FAQs, resources, invitations and briefs) is refused if it tells them to drop or hide the label.
- Creators accept our disclosure policy when they sign up, and breaches can pause their links.
What you should do
- Never ask creators to drop the label, play it down or move it to the end, even in a private message.
- Make it a written requirement in every brief: “Ad at the start of the caption and on screen; the platform's paid-partnership tool switched on.”
- Check posts when they go live, and ask for a fix if the label's missing.
- Label your ads made from creators' content with the platform's paid-partnership tool.
Honest claims
Don't script claims a creator hasn't experienced, and never ask for reviews they didn't write or results they didn't get. Give creators approved facts in your resources instead: what the product does, what it costs, what it works with.
Check yourself
A quick check. Nothing is sent anywhere.