Affiliate and Influencer Disclosure Cheat Sheet

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Now that we’ve had a while with the newly revised FTC Disclosure Tips, we’re beginning to consider the sensible software along with the massive image. One of many questions that I’ve been requested probably the most is about what precisely the FTC has stated can and can’t be used for disclosure.

It’s just a little tough as a result of the precise “Guides In regards to the Use of Endorsements and Testimonials in Promoting” themselves don’t give us examples however reasonably simply the general guidelines. So we’ve to look to different useful resource paperwork like “FTC’s Endorsement Guides: What Individuals Are Asking” and “Disclosures 101 for Social Media Influencers” to seek out particular examples proper from the mouths (or keyboards) of the FTC. Along with the shortened cheat sheet examples I give beneath, these paperwork give a LOT of different examples of “pure language” disclosures that can be utilized when talking in movies, writing long-form content material, and so forth.

Which Hashtags Can Influencers and Associates Use to Correctly Disclose?

The FTC has given us three particular hashtags which are authorised: #advert, #Brand_Ambassador, and #Brand_Partner. These assume that “Model” is the advertiser title. The FTC clearly favors #advert, saying that the opposite two are “extra comprehensible” than simply #Ambassador or #Associate. That’s not loads of particular hashtag examples that the FTC does approve, however they do give us loads of which they do NOT approve.

Which Hashtags Ought to Influencers and Associates NOT Use?

The FTC gave us a LOT of examples of hashtags that it doesn’t think about to be clear sufficient for one cause or one other. These embody:

  • #Brandad
  • #Endorsement
  • #Consumer
  • #Advisor
  • #Guide
  • #Ambassador
  • #Associate
  • #FreeProduct
  • #Comped
  • #Hosted
  • #Spon

How Else Can Influencers and Affiliate Correctly Disclose?

Though the FTC was stingy with the hashtags, they did give us loads of different phrases and phrases that can be utilized. One among their largest complaints with hashtags on the whole appears to be that smushing the entire letters collectively makes them onerous to learn and perceive. So merely separating out a few of the phrases makes loads of issues extra usable. Listed here are some particular examples that might be in compliance:

  • Advert:
  • Paid Advert
  • Promoting:
  • Sponsored by Model
  • Promotion by Model
  • BrandPartner
  • Model Ambassador
  • Paid Put up by Model
  • Commercial
  • Gifted by Model
  • Paid Hyperlink
  • Thanks Model for Free Product

What Different Disclosures are Not Accepted?

Though there are loads of disapproved hashtags, there are only some different phrases particularly disapproved by the FTC as a result of them not being clear sufficient to customers:

  • Gifted
  • Affiliate Hyperlink
  • Purchase Now
  • Commissionable Hyperlink

Which Disclosures Rely on Context In keeping with the FTC?

Along with all of that, there are some locations the place the FTC has stated that particular disclosures rely upon context. One among these, Sponsored, is especially fascinating as a result of they are saying it’s wonderful within the Influencer 101 doc however then say that it relies on context on the newest doc. A number of the others are going to rely upon what they appear to be when written out (#PaidforByBrand) or what precisely the endorser is getting from the model (Thank You Model). Greatest simply to avoid these within the grey space:

  • #PaidforByBrand
  • Sponsored
  • Promotion
  • Thank You Model
  • Model Requested me to attempt Product
  • Brand_Consultant
  • Brand_Advisor

As a reminder, ALL of those disclosures are nonetheless contingent upon following the FULL set of disclosure pointers (clear and conspicuous, unavoidable, and so forth). As well as, we generally get extra particular examples via Twitter chats, FAQs, Letters, and different proceedings. We could even see some updates concerning these phrases particularly as folks ask the FTC questions. See my full disclosure recap publish for all the principles plus any current updates!

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