The Federal Trade Commission (FTC) has established a set of guidelines that relate to disclosing the financial relationship between an influencer and a brand. In short, if you decide to work with a marketer to produce any type of sponsored content or social posts, skipping this disclosure isn’t an option.
This site is designed to provide you with the tools and information you need to provide transparency to your audience about the content on your blog or social media posts. By including a Disclosure Policy on your Channels and adopting the FTC Endorsement Guidelines for endorsements in social media you are helping to protect the integrity of your brand and providing a service to the marketers, sponsors and organizations that support you. Disclosure encourages trust amongst your readers and promotes an ethical social web. An introductory guide, “Disclosures 101 for Social Media Influencers,” is also available here: https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf
If there is any form of compensation provided by the marketer it must be disclosed.
Yep, that includes free stuff.
Disclosure Examples
Examples of Sponsored Content That Requires Disclosure
Product Reviews
Product reviews might be the most straightforward form of sponsored content. A brand sends an influencer a product (or asks them to purchase it), whether it is a piece of clothing, a book, a video game, or makeup, and the influencer tries it out and reviews it.
Product Placement
Sponsored posts or content featuring product placement aren’t the same as a review. In this case, the product simply needs to be mentioned or pictured in the post for it to count as sponsorship. That means that it must be disclosed.
“Unboxing” Videos
Unboxing videos don’t necessarily have to be sponsored, but these days a fair number of them are. The premise of these videos is simple: An influencer gets a new product and films him or herself taking it out of the box.
Affiliate Marketing
With affiliate programs the influencer is not compensated upfront, but instead is provided with a commission or revenue share if they drive the purchase of a product. This is still considered compensation and must be disclosed.
Freedom of Voice
Disclosure does not mean you are changing your own voice, perspective, values or persona. You will (and should) always be you. That’s why you create in the first place, and why marketers will look to partner with you.
Including disclosures simply means that you will be open, honest, and transparent about the things that may influence the content that you produce and share with your followers/audience. This includes disclosure of organizational affiliations, compensation received for advertising, paid content generation or inclusion, as well as any form of VIP treatment or gifts received.