The Right Way to Disclose Brand Partnerships
If you’ve been on instagram for a minute, you know there are FTC rules to promotions.
And you’ve probably seen your favorite influencers + brands fined for breaking them. We work with influencers daily and one of the biggest questions we’re asked is: how do we disclose our partnerships?
So here’s what you need to know about disclosing partnerships + avoiding fines:
1. Does your content apply?
The FTC rules apply to social media, blogs, videos, and reviews when:
A brand or advertiser pays you or gives you something free (like the product or invitation to an event) with the expectation that you’ll mention a product
You are an ambassador for a brand
You have a close family connection or an agreement with another person to post or review
The FTC rules don’t apply when you’re not rewarded in any way for your post
2. Disclose it Properly
If the rules apply, there’s a specific way you need to disclose your partnership. Here’s the right way:
If you got it for free, you can say “Company X gave me this product to try”
If you were paid, you can say “XYZ Resort paid for my trip” or “Thanks to XYZ Resort for the free trip” or “sponsored by XYZ Resort.”
In a social media post, you can say #ad or #sponsored in a noticeable place
Here’s the wrong way to post a disclosure:
Saying “many of the products I discuss on this site are provided to me free by their manufacturers”
Placing it 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.
3. Promote it Properly
The three general rules about promotion are:
-You can’t talk about your experience with a product if you haven’t tried it.
-If you were paid to try a product and you thought it was terrible, you can’t say it’s terrific.
-You can’t make up claims about a product that the advertiser can’t prove. So don’t say a lotion cures eczema if the brand doesn’t claim that. Otherwise, you’re liable for misleading customers.