If a brand paid you, gave you free product or you're promoting your own business, you need to disclose it. Advertising rules in the US (FTC), UK (ASA/CMA), EU and Australia (ACCC) expect it, and both apps have a built-in tool.

Instagram: the Paid partnership label

  1. You need a professional account (Creator or Business).
  2. If you can't see the option, turn on branded content tools. In the app, open Settings → For professionals → Creator tools and controls → Branded content. Menu names vary slightly.
  3. When posting, tap Add paid partnership label and tag the brand. "Paid partnership with [brand]" then appears above your post.

Partnership ads (formerly "branded content ads")

  • The brand runs your post as an ad, under your name and theirs.
  • Open the post's ••• menu → Partnership label & ads, turn on Get partnership ad code, then copy it and send it to the brand.
  • Some guides say the code lasts 60 days Check in-app. You can revoke it at any time.

TikTok: the content disclosure setting

  1. On the post screen, open Content disclosure and ads (sometimes under More options).
  2. Turn on Disclose commercial content.
  3. Choose Your brand for your own business, which shows a "Promotional content" or "Commercial content" label. Choose Branded content for a deal with someone else, which shows "Paid partnership".
  4. Tag the brand through Brand partnership. Ad authorisation defaults to 60 days.

TikTok says disclosing doesn't hurt your reach, but undisclosed ads may be kept off the For You feed.

Spark Ads (TikTok's partnership ads)

  • The brand boosts your actual post. The views, likes, comments, shares and follows all land on your post.
  • You give the brand an authorisation code. They choose how long the authorisation lasts.
  • You can't delete the post until the authorisation is removed.