Ad disclosure: the rules, short, correct and without legalese
In short
Commercial posts must be recognisable as advertising. That applies to fees, free product and discount codes. Disclosure belongs at the start, in the language of the post, in plain words. Creator and brand are jointly responsible.
The short version
- Any consideration? Then disclose.
- Visible without a click
- Plain words instead of abbreviations
- Use the language of the post
- Check before publishing
Common mistakes
- Disclosure at the end of the caption
- Only the platform toggle, no visible label
- English label on a German post
- Story label only on the first frame of a series
Related service
Influencer marketing for brands in DACH
ViralBP plans and runs influencer campaigns for brands in the DACH region: creator casting against performance criteria, briefing, contracts and usage rights, ad disclosure, production, approval, launch and reporting. We work with micro and macro creators, ambassador programmes and paid amplification via whitelisting.
FAQ
Is this article legal advice?
No. It describes the practice we apply in briefs. For legal doubts, rely on a review by a law firm or your legal team.
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