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Disclosure guide
How to label paid clips so viewers always know they are ads.
Last updated
1. Why disclosure matters
Every campaign clip is paid for, so it is advertising. People have a right to know when someone is paid to show them something. Advertising rules in most countries, including the US Federal Trade Commission's endorsement guides and the UK advertising codes, require a clear label.
2. Who this applies to
Every creator on every clip submitted to a campaign, on every platform, and every brand that runs a campaign. A free product, a flat fee and pay per view all count as payment.
3. The rule
Make it obvious, make it early, make it every time. A viewer should know the clip is an ad before they engage with it, without tapping "more" or reading a block of hashtags.
4. Where to disclose
- Caption: start with #ad or "Paid partnership with Brand", before other text and hashtags.
- On screen: an "Ad" label in the first seconds of the video, large enough to read.
- Spoken: if you are on camera or doing a voice over, say it is an ad near the start.
- Platform tools: turn on the paid partnership or branded content setting where it exists.
5. Words that work
| Use | Do not rely on |
|---|---|
| #ad | #sp or #spon |
| Paid partnership with Brand | #collab or #partner on their own |
| Sponsored by Brand | A thank you to the brand |
| Advertisement | A brand tag with no label |
6. Platform notes
- TikTok: turn on the content disclosure setting and add #ad to the caption.
- Instagram: use the paid partnership label and #ad. Do not use Collab posts unless the brand allows it, because shared posts split the views we can count.
- YouTube: tick the paid promotion box and say it is an ad in the video.
- X: start the post with #ad.
7. What brands must do
- Put the disclosure you expect in the campaign requirements.
- Never ask a creator to hide, shorten or remove a disclosure.
- Only give creators claims about the product that are true and can be backed up.
- Follow the extra rules for regulated products such as finance, crypto, supplements and gambling.
8. What happens if a clip is not disclosed
The brand can reject the clip, and repeated missing disclosures can lead to removal from campaigns or a ban. We do not pre approve clips for legal compliance, so each creator and brand remains responsible for their own posts.
9. Questions
If you are not sure a clip is disclosed clearly enough, add more, not less, or message support before you post. See also disclosing paid clips in the help centre.
Questions about this document? or read the help centre.