How to Disclose Sponsored Ads
We work with influencers and brands daily.
And it’s always tricky to figure out how to properly disclose a promotion.
The FTC has rules about how you need to tell people that something is an ad. And they issue fines to brands + influencers for not following the rules.
Here’s how to disclose your brand partnership…
1. When to Disclose It
You need a disclosure on a social media post, blog post, video, or review when:
A brand pays you to mention a product or service
A brand gives you something for free with the expectation that you’ll mention the product or service
An advertiser pays you to mention a product or service
An advertiser gives you something for free with the expectation that you’ll mention the product or service
You’re a brand ambassador
You have a close family connection with the company.
2. Disclose it Properly
If you got a product or service for free, you can say:
Company X gave me this product or service to try
If you were paid to promote it, you can say:
XYZ Resort paid for my trip
Thanks to XYZ Resort for the free trip
Sponsored by XYZ Resort
In a social media post, you can say:
#ad or #sponsored
3. Make it Noticeable
The disclosure has to be in a noticeable place.
It’s best to put it somewhere near the top of the promotion.
You can’t put the disclosure at the end of a social media caption, in a hashtag, at the end of a blog post, or in the description of a video.
4. Be Honest
You have to try the product or service before you can review it.
You have to give an honest opinion. You can’t say it’s amazing when you thought it was terrible.
You can’t make up claims about a product or service. For example, you can’t say that a lotion cures eczema when the company can’t prove that. Otherwise, you’ll be liable for misleading customers.