How can you reveal sponsored content and endorsements?

1 Why disclosure matters

Disclosure is not only a legal obligation, but also a moral one. By revealing sponsored content and endorsements, you are respecting your audience's right to know the nature and source of your recommendations. You are also building trust and credibility with your followers, who will appreciate your honesty and authenticity. And you are avoiding potential penalties and backlash from regulators, platforms, and consumers, who may take action against you if you fail to disclose your affiliations.

2 What to disclose

Disclosure is not a one-size-fits-all solution, and depending on the type, scope, and context of your sponsored content and endorsements, you may need to disclose different things. For instance, if you have been compensated or received any benefits from the brand or advertiser, you must disclose it. Similarly, if you have a personal, family, or financial relationship with them that may influence your opinion or judgment, that must also be disclosed. Additionally, if you are an employee, agent, or affiliate of the brand or advertiser, or if you have any ownership or stock interest in them, that must be mentioned. Furthermore, if your content or endorsement is based on your personal experience, testing, or research - as opposed to the claims of the brand or advertiser - then that should be mentioned too. Lastly, any terms, conditions, limitations, or disclaimers that may affect its validity or accuracy should be included in the disclosure.

4 When to disclose

Disclosure is not a one-time event; it must be consistent and repeated throughout your sponsored content and endorsements. At the beginning, you should disclose your affiliation and potential bias, setting the right expectations and context for your audience. During the content or endorsement, you should remind them of your disclosure. Finally, at the end, you should summarize your disclosure and thank your audience for their attention and support. By doing this, you are ensuring that you are providing full disclosure to your audience.

5 Where to disclose

Disclosure must be visible and audible to your audience, regardless of where they consume your sponsored content and endorsements. This means that you have to disclose on the same platform, format, and medium where you publish or share your content or endorsement. For example, if you post a sponsored video on YouTube, you must disclose on YouTube and not on another website or social media channel. Moreover, disclosure should be present on the same screen, page, or frame where your content or endorsement appears. For instance, if you write a sponsored blog post, you must disclose within the blog post itself and not on a separate page or link. Additionally, disclosure should be included on the same audio or video track where your content or endorsement is heard or seen. For instance, if you record a sponsored podcast episode, you must disclose within the podcast episode itself and not on a separate audio or video file.

6 Who to disclose to

Disclosure is an essential process that must be communicated and understood by all of your audience, no matter who they are, where they are, or how they access your sponsored content and endorsements. You must disclose to all of your followers and potential followers, as well as in all of the relevant markets and jurisdictions where your content or endorsement is available or distributed. Additionally, you should disclose in all of the appropriate languages and formats that your content or endorsement is presented or translated in. For example, if you post a sponsored video on Instagram with subtitles in multiple languages, you must disclose in each language and format.