Label paid social media content so followers know it is advertising

Know when a label is needed

The social media appendix requires disclosure of content that forms part of a social media advertising campaign. Platform ad formats that are already clearly identifiable as adverts do not need an extra label, but paid content that could reasonably appear to be the influencer's unsolicited opinion must be clearly labelled.

Gifts count. Publishers and influencers must disclose when they were given goods or services, permanently or on loan, in return for coverage.

Make the label visible

The appendix says a clear identifier must be included within the content of the post itself and names #AD, #Advertisement and #Sponsored as accepted identifiers. Place the label where a follower will see it before deciding whether to trust the message, rather than at the end of a long caption.

Section II of the code adds that where businesses pay for a ranking position or boost in search results, the paid placement must be clearly identifiable with labels such as Sponsored, Promoted or Ad.

Share responsibility between brand and creator

Brands must make sure claims in influencer content meet the code's standards, and an influencer's view being presented as personal opinion does not excuse a false claim. Brands should give influencers enough accurate information, communicate the disclosure rules and have a written contract with paid influencers covering the brief and payment. Influencers, for their part, must declare their involvement with the brand.

• Decide in the brief which posts are paid or gifted.
• Put the identifier inside the post, where it is seen early.
• Use clear words such as #AD or #Sponsored.
• Check influencer claims against your evidence file.
• Record the arrangement in a written contract.