Disclosure Policy + In-Post
We recommend that influencers use a combination of a Disclosure Policy and In-Post disclosure that adheres to the FTC Guidelines for endorsements in social media. The goal of all influencer marketing disclosure is that the relationship between the influencer and marketer should be clear and obvious to the audience. The more places you provide disclosure and transparency the less opportunity there is for confusion. In-post disclosure is often limited by size constraints and can be supplemented with a Disclosure Policy to provide a more complete picture.
The good news is that it is relatively easy to make sure that influencers remain in compliance with the FTC’s rules. The FTC even offers three tips for brands and influencers to pay attention to:
Make the disclosure clear and unambiguous
People shouldn’t need a dictionary or need to think too hard to figure out that the post or content is sponsored. Disclosures that work well include “I received (product) in exchange for my review,” “Brand X paid me for my opinion,” or even “#ad” first thing in the post. Disclosures that don’t really work include “#sp” (what’s that mean?), “#thanksbrandX,” and “#spon.”
Make sure the reader won’t skip the disclosure
Adding a bunch of hashtags to an Instagram or Facebook post
is a popular way for influencers to boost their posts’ visibility. It’s also where some influencers put their disclosure hashtags. If you’re going to use a hashtag like #ad, make sure it stands on its own and isn’t lost in a sea of pound signs.
Put the disclosure in a visible spot
The FTC would like it if the disclosure was one of the first things listed in a tweet, an Instagram caption, or a blog post. Put the disclosure before “more” or before the jump on your blog posts. Bloggers shouldn’t hide their disclosures on separate pages.