A relationship with a brand that could affect audience trust may require disclosure. Cash payment is not the only material connection; free products, perks and affiliate benefits may also be relevant.
Understand the law and process
The distinction between advertising and a personal recommendation should be clear to the audience. A disclosure should be presented so that an ordinary viewer can easily see or understand it; hiding it among lengthy hashtags does not serve that purpose. The endorsement should also be honest and based on adequate information. Do not make health, financial or performance claims about a product that you have not verified and for which no supporting basis is available. Disclosure does not make a false claim accurate. Advertising in different sectors may be subject to additional rules, so do not assume that one general disclaimer is sufficient for all products.
Further considerations: What could affect the outcome?
Before accepting a campaign, decide whether you are only describing your experience or guaranteeing a scientific result. Ask the brand for evidence, identify in the script any claims that go beyond your experience, and agree in writing on any necessary changes. The way a disclosure is presented may differ across a live stream, short video and static post, but it should not be intended to hide it from the audience.
What should you do?
- Make a list of all relationships, including payments, gifts, discounts and affiliate commissions.
- Include a clear disclosure in the post format and check the final published version.
- If you discover an incorrect claim, take timely steps to seek a correction, remove the campaign and pursue any contractual remedies.
What documents should you keep?
Keep the brand brief, contract, materials supporting claims, gift and payment records, and the published disclosure.
Hypothetical example
A creator receives a skincare hamper for free and begins describing the product as a guaranteed cure. Disclosing the gift is an important issue, but it does not make an unsupported claim about a cure accurate. Both issues must be addressed separately.
Is it enough to write “collaborations” in the bio?
The relationship behind a particular promotion should be clearly apparent to the audience. It is not safe to conclude that a general bio alone is sufficient disclosure for every post.
Sources and related rules
- Consumer Affairs: Endorsement Know-Hows
- Consumer Protection Act, 2019 — complaints, unfair trade practices and remedies
Editorial review: 26 October 2026. This is general legal information. The outcome may vary depending on the facts of the case, applicable state law and subsequent amendments.