What to write.
Mark paid content with #Ad, #Advertisement or #Sponsored. Put it inside the post itself.
ARB Code, Appendix K, clauses 3.3 and 3.3.1.
Where to put it.
At the start of the caption. For video and Stories, also show it on screen. Do not bury it at the end of a long list of tags.
ARB Code, Appendix K, clause 3.3.
Gifts count.
If a brand sent you a product and you post about it, say so. A gift is not free of disclosure. Say only what you can back up: claims about a product need proof.
ARB Code, Appendix K, clauses 4.1, 5.1 and 6.2.
A code in your bio is not disclosure.
A promo code or link in your bio does not replace the label in the post.
ARB Code, Appendix K, clause 3.3.
Use the platform's label too.
Switch on the paid-partnership label where your platform offers it. It does not replace the words in the post.
VELA best practice. Appendix K does not require it.
Alcohol and gambling, in short.
Alcohol content is for creators aged 21 and over, with no drinking on camera and a responsible-drinking message. Gambling and betting content needs a licensed operator, a responsible-gambling message and an audience that is not young.
VELA rules for restricted categories.
Examples
Two captions that work and three that do not.
- Correct
#Ad Two weeks with the new serum from @brandname. My honest thoughts below.
The label comes first, inside the post.
- Correct
#Sponsored Thank you to @brandname for sending me this. All opinions are mine.
The label comes first and the gift is named.
- Not enough
Loving this serum. Use code NALEDI10 for 10% off. Link in bio.
The code is not a label.
- Not enough
Two weeks with the new serum from @brandname. #skin #glow #routine #selfcare #ad
The label is buried at the end.
- Not enough
Thanks @brandname for the gift! #gifted
#gifted is not one of the three labels.
Based on the ARB Code of Advertising Practice, Appendix K. DRAFT, pending attorney review.