Brands should never ask influencers to hide that they are working with them and vice versa. Hiding sponsorships won't make the campaign more authentic, it will likely have the opposite effect.

One of the best things about brand and influencer collaborations is that they add a human touch that makes the brand more relatable. Influencers put a lot of time and effort into growing their audience and their followers appreciate transparency.

The FTC in the United States (and ASA in the UK) require that all paid sponsorships be clearly disclosed. In other words, you are required by law to be clear and transparent about any sponsorship and ensure that the influencer discloses that he/she has been compensated.

We take disclosures very seriously so please ensure that you understand the guidelines and comply with them fully.

To avoid misleading your audience, we recommend that disclosures be:

  • Written in clear language

  • Be easy to read

  • Near the start (videos / audio) or top of the content

  • Not be hidden away below the fold

  • For videos include a verbal disclosure early on

Best Practice Examples

  • “This video was sponsored by [Brand]”

  • “I worked with [Brand] to make this blog post”

  • “[Brand] paid me to feature this product”

  • “Thanks to [Brand] who helped me create this post”

  • “I collaborated with [Brand] to bring you this post

  • “I worked with [Brand] to tell you about some of their great products”

In the case of short Facebook or Twitter posts, we recommend making the disclosure clear and conspicuous at the beginning of the post using the word “Ad” or “Sponsored.”

Instagram provides tools for sponsored posts to be tagged with the business partner, this also allows the brands to retrieve stats within their accounts (subject to approval).

When using tags such as #ad, #sponsored, or #promotion, we recommend that you ask creators to place them at the beginning of the post.

What if somebody does not want to comply?

Please remind them of their disclosure obligations and failing that contact us for help

Please note that if you refuse to meet these requirements the content will not be published and your payment may not be returned.

As guidelines often change please be sure to visit the official FTC website (or the ASA in the UK) for the most up to date information.

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