Every country words it differently, but regulators everywhere work from the same idea: your audience should know when you're getting something in return for talking about a brand.
It's usually an ad if any of these apply:
- You're paid: a fee, a commission or a retainer.
- You got something free or discounted: products, trips, event tickets or meals. Regulators treat this as "payment in kind."
- Affiliate links or discount codes: you earn when people buy.
- Your own products or brand: your merch, your app, your course. UK and Canadian guidance cover this directly.
- The brand had a say: they approved, scripted or controlled the post.
- Family, employment or business ties: your partner's company counts too.
The universal principles
- Be clear. "Ad", "Advertisement" or "Sponsored" (or the local-language equivalent) works. "sp", "spon", "collab" and a bare "thanks @brand" don't.
- Put it upfront. Use the first line of the caption or the opening seconds of the video. Not hidden behind "more", buried in a pile of hashtags or only in your bio.
- Make it fit the format. Put it on screen and say it out loud in video. Put it on every Story frame. Repeat it during lives.
- Use the platform tool, plus your own label. "Paid partnership" toggles help, but several regulators (FTC, German media authorities) say they may not be enough alone.
- Use your audience's language. A French audience gets a French label.
- Stay honest. Disclosure doesn't fix a false claim. Don't say you love something you haven't tried.