Influencer Disclosure Tool
What? When? How?
1. Who is posting the content?
Influencer
An Influencer is someone who has access to an audience and the power to affect their audiences’ purchasing decisions or opinions about a product, service, brand or experience, because of the influencer’s authority, knowledge, position, or relationship with their audience.
Virtual Influencer
Virtual influencers, are fictional computer generated ‘people’ or avatars who have the realistic characteristics, features and personalities of humans, and behave in a similar manner as influencers.
You must disclose that the audience is not interacting with a real human being.
You must disclose.
Please use the following disclosure labels.
- Advertisement
- Ad
- Sponsored
- Collaboration
- Partnership
- Employee
- Free gift
- Paid Partnership tag on Instagram
- Affiliate
- Includes Paid Promotion tag on YouTube
The disclosure should be in English OR in the language as the advertisement itself in a way that is easy for an average consumer to understand.
3. What is the material connection between you and the advertiser?
A material connection is any connection between an advertiser and influencer that may affect the weight or
credibility of the representation made by the influencer.
Material connection could include but is not limited to benefits and incentives, such as monetary or other
compensation, free products with or without any conditions attached including those received unsolicited,
discounts, gifts, contest and sweepstakes entries, trips or hotel stays, media barters, coverage, awards or any
family or employment relationship, etc.
Monetary Compensation, Discounts
Barters/ Free Gifts / Product / Service / Experiential
Affiliate Marketing
Affiliate marketing is the process of earning money (commissions) every time you promote a company's products or services and drive a sale.
No material connection; I have not received any monetary or non-monetary compensation, free gifts, special invites or any such benefits from the advertiser.
If you have no material connection with the brand, then disclosure labels are not required. For example, if you purchased a product yourself and are talking about your experience, there is no need for disclosure.
4. What is the type of content?
Static Post/ Picture/ Image(s)
Image(s) accompanied by text / caption e.g. Facebook, Twitter, Instagram etc.
The disclosure label must be announced at the beginning and the end of the broadcast. If the post continues to be visible after the live stream is over, appropriate disclosure must be added to the content description/ caption.
Please use the following disclosure labels.
- Advertisement
- Ad
- Sponsored
- Collaboration
- Partnership
- Employee
- Free gift
- Paid Partnership tag on Instagram
- Affiliate
- Includes Paid Promotion tag on YouTube
The disclosure should be in English OR in the language as the advertisement itself in a way that is easy for an average consumer to understand.
1. The disclosure must be upfront and visible before the fold.
2. It should not be buried in a group of hashtags
3. It should not be in profile or bio, at the end of the post or anywhere that requires a click
or navigation.
Please use the following disclosure labels.
- Advertisement
- Ad
- Sponsored
- Collaboration
- Partnership
- Employee
- Free gift
- Paid Partnership tag on Instagram
- Affiliate
- Includes Paid Promotion tag on YouTube
The disclosure should be in English OR in the language as the advertisement itself in a way that is easy for an average consumer to understand.
What is the video length?
Less than 15 seconds
More than 15 seconds but less than 2 minutes
2 Minutes or Longer
1. The disclosure label must be superimposed over the video in a manner that is clearly visible.
2. The disclosure label must stay for at least 3 seconds.
Please use the following disclosure labels.
- Advertisement
- Ad
- Sponsored
- Collaboration
- Partnership
- Employee
- Free gift
- Paid Partnership tag on Instagram
- Affiliate
- Includes Paid Promotion tag on YouTube
The disclosure should be in English OR in the language as the advertisement itself in a way that is easy for an average consumer to understand.
There is no disclosure required.
