Disclosure Requirements

Understanding Disclosure Requirements

Influencer marketing demands transparency. Instagram’s disclosure rules stem from the FTC’s Endorsement Guides and the platform’s branded content policies. Any material connection—paid promotions, gifts, free products, or other partnerships—must be clearly disclosed.

Account Security and Integrity

Maintaining a secure presence on Instagram not only protects your brand but also preserves audience trust when sharing sponsored content. Key steps include:

• Enable two-factor authentication to add an extra layer of protection—learn how to enable two-factor authentication on your account here.
• Update recovery contacts regularly to prevent being locked out of your account.
• Review recent login activity and manage login requests directly via Instagram Help Center here.
• Report suspicious content or impersonation attempts through Instagram’s report flows.

Ensuring your account’s security sets a strong foundation for compliant disclosure and sustained engagement.

The Foundation: FTC Guidelines and Instagram Policies

The FTC requires that endorsements reflect honest opinions and that material connections be disclosed “clearly and conspicuously.” Instagram supplements this with its “Paid Partnership” tag, which must be used for sponsored posts. Ignoring these rules can lead to content removal, legal action, or account restrictions.

Who Must Disclose?

Disclosure applies to everyone who influences public perception, including:

• Nano- to mega-influencers
• Brand ambassadors
• Affiliate marketers
• Businesses promoting their own products
• Employees posting about their employer

If a relationship could influence consumer trust, it needs disclosure.

Key Disclosure Methods on Instagram

Native “Paid Partnership” Tag

This built-in tag appears at the top of a sponsored post and names the brand partner. To enable it:

1. Tap “Advanced Settings” when creating a post.
2. Turn on “Add Paid Partnership Label.”
3. Select the brand from your business partners list.
4. Verify the tag before publishing.
   While this tag provides platform-level transparency, the FTC still expects clear caption disclosures.

Caption Disclosures: The Essential Complement

Effective caption disclosures should:

• Appear before the “more” cut.
• Use clear terms like “#ad,” “#sponsored,” or “Paid partnership with Brand.”
• Avoid vague tags like “#collab” or “#sp.”
• Be placed prominently, not buried among hashtags.
  Combining Instagram’s tag with caption language ensures compliance across contexts.

Visual Disclosures for Stories and Reels

• Disclosures must be visible throughout the content.
• Text should be readable with sufficient contrast.
• Use Instagram’s branded content stickers plus on-screen text.
• Repeat the disclosure in multi-part Stories or series and in the caption for Reels.

Real-World Examples

Compliant Post

Before: “Check out this new moisturizer, love it!”

After: “Paid partnership with BrightSkin. #sponsored Check out this new moisturizer, love it!”

Non-Compliant Post

Caption: “Thanks @CoolBrand for the free product!” without “#ad” or “Paid partnership” tag.

Issue: Fails to use unambiguous language and doesn’t use the Paid Partnership label.

2025 Regulatory Updates

• FTC proposals may tighten rules around timing and prominence of disclosures.
• Some states are introducing their own influencer disclosure laws, requiring disclosures in video content to appear both audibly and visually.
• Instagram may roll out automatic prompts reminding creators to add disclosures when certain keywords (like brand names) are detected in captions.

Best Practices for Compliant Disclosures

1. Clarity: Use plain language your audience understands.
2. Prominence: Place disclosures where users will see them first.
3. Consistency: Apply the same approach across posts, Stories, Reels, Live videos, and Carousels.
4. Repetition: In longer content, disclose periodically (e.g., at the start and midpoint of Live streams).
5. Security: Always protect your credibility by keeping your account security up-to-date with regular checkups and two-factor authentication.

Automation and Workflow Integration

Tools such as GeeLark offer template-based workflows for automated posting. Other options include Hootsuite, Later, or manual best-practice checklists. Key automation features to integrate into your process include:

• Caption Templates: Automatically add “Paid partnership with [Brand]” or “#ad” to every sponsored post.
• Scheduling Workflows: Ensure each scheduled upload uses a disclosure template.
• Approval Processes: Route content through compliance checks before publishing.

Sample Caption Templates

• “Paid partnership with Acme Co. #ad”
• “This post is sponsored by BrightSkin. #sponsored”
• “#ad | Collaboration with TrendyThreads”

Quick-Reference Checklist

Feed Posts:

1. Enable Paid Partnership tag.
2. Put caption disclosure before “more.”

Stories:

1. Use branded content sticker.
2. Add on-screen text that stays visible.

Reels:

1. Include in-video text.
2. Mirror disclosure in caption.

Live Videos:

1. Verbal disclosure at start.
2. Repeat every 10 minutes.

Carousels:

1. Disclosure on first slide.
2. Caption mention.

Conclusion

By enabling Instagram’s Paid Partnership tag, adding clear caption disclosures, using visible on-screen text, automating with template workflows, and keeping your account secure, you ensure full compliance while maintaining audience trust.

People Also Ask

What are the rules for influencer disclosure?

Influencers must clearly and conspicuously disclose any material connection with a brand or sponsor. Key rules include:

• Use unambiguous labels—e.g., “#ad,” “#sponsored,” or “Paid partnership with [Brand]”—in the first few lines of captions.
• Employ platform-native tools (like Instagram’s “Paid Partnership” tag or YouTube’s disclosure feature).
• For videos or stories, include on-screen text or voice-over disclosure at the start.
• Don’t hide disclosures in long hashtag lists or behind “more” cuts.
• Ensure disclosures appear on every post, story, or platform where sponsored content is shared.

What is the 3 second rule on Instagram?

The “3-second rule” on Instagram refers to the brief window you have to grab attention—if your post or Story doesn’t hook viewers within about three seconds, they’ll keep scrolling. In the context of ads, Instagram also counts a “view” once a video is watched for three seconds, so opening with bold visuals, concise text overlays, or a surprising moment maximizes both engagement and view metrics.

What content isn’t allowed on Instagram?

Instagram prohibits content that involves:

• Nudity or sexual activities depicting genitals or explicit sexual acts.
• Hate speech, harassment, or bullying targeting protected groups.
• Graphic violence, threats, or glorification of self-harm.
• Illegal activities, including drug use, weapon sales, or regulated goods.
• Misinformation that poses risks to public safety.
• Spam, deceptive practices, and intellectual property infringement.
• Privacy violations or sharing personal data without consent.

What are the 4 P’s of disclosure?

The four P’s of an effective disclosure are:

1. Placement – position it immediately next to whatever it’s qualifying (e.g., right under a sponsored claim).
2. Proximity – keep it in the same medium and time frame as the content (not buried elsewhere).
3. Prominence – make it large, bright, or audible enough that it can’t be overlooked.
4. Presentation – use clear, plain‐language wording so there’s no ambiguity about the relationship.