When a creator is paid or rewarded to talk about a brand, their audience should know. Clear disclosure keeps trust intact and is required by advertising rules in many places. It is the responsibility of both the brand and the creator to get it right. This is general guidance, not legal advice, so always follow the platform’s rules and your local advertising regulations, and get proper advice where needed.
When disclosure is usually needed
A commercial relationship can take several forms. Disclosure is generally expected when a creator has:
- Been paid to create or share content.
- Received free products or services.
- An affiliate link or discount code that earns them money.
- Any other business connection with the brand, including being an employee or a family member.
What good disclosure looks like
- Clear: use simple words that everyone understands, such as ad or advertisement.
- Upfront: place it where people will see it straight away, not hidden at the end of a caption.
- On every piece: each post, story or video in a campaign should be labelled.
- In the right format: in videos, mention it verbally or on screen as well as in the text.
Vague labels, hidden tags or disclosures buried among other hashtags can confuse audiences. Many platforms also offer their own paid partnership labels, and it is worth checking current platform guidance on how to use them.
The brand’s role
- Include disclosure requirements in every brief and agreement.
- Check drafts and live posts for clear labelling.
- Ask for corrections quickly if something is missed.
- Never ask a creator to hide or soften a disclosure.
Why it helps everyone
Audiences are generally comfortable with creators working with brands, as long as it is honest. Clear labels protect the creator’s credibility and your brand’s reputation.
Transparency is simply good practice. If you want help building disclosure into your creator campaigns, get in touch with the Northpeak team.
