Ad disclosure in influencer campaigns
In short
Posts that are paid for or prompted by any consideration must be recognisable as advertising — clearly, in the language of the post, at the start, not buried in hashtags. Free product counts as consideration. Both creator and brand are responsible.
Practical rules
- Disclosure at the start, visible without a click
- German wording on German posts
- Full words instead of abbreviations
- Also for free product and discount codes
- The platform toggle alone is often not enough
Hypothesis 01running
Onboarding in 3 steps
Metric: Activation rate
Hypothesis 02winner
Hook variant B
Metric: 3s hold rate
Hypothesis 03planned
Referral at first success
Metric: Referrals
What our briefs specify
Every ViralBP brief contains the disclosure requirement, its placement in the video and a pre-publication check.
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
Who is liable for missing disclosure?
Both sides can be held liable — creator and commissioning brand. That is why we check disclosure before going live. This is not legal advice; when in doubt, have your legal team review.
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