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What are the most effective ways to disclose a paid partnership in your content?

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If you create content for a living, chances are you have worked with brands or sponsors who paid you to promote their products or services. While this can be a great way to monetize your skills and reach new audiences, it also comes with ethical and legal responsibilities. You need to disclose your paid partnerships in a clear and honest way, not only to comply with the rules of the platforms you use, but also to build trust and credibility with your followers. In this article, we will explore some of the most effective ways to disclose a paid partnership in your content, depending on the format, the context, and the expectations of your audience.

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Stephen Angbulu

Championing a balanced reading culture for busy professionals ? State House Correspondent & Columnist @ PUNCH…
Wandy Felicita Ortiz

Award-Winning Journalist for Hire | MBA Candidate | LinkedIn Top Voice in Web Content Writing
Wael El-Sayed

Senior Manager Arabic Editor @ KAPSARC || Multiple Community Top Voice Badges

1 Why disclose?

The first and most obvious reason to disclose a paid partnership is to avoid breaking the law or the terms of service of the platforms you use. Depending on where you live and where your audience is, there may be different regulations and guidelines that require you to disclose any material connection or compensation you have with a brand or sponsor. For example, in the US, the Federal Trade Commission (FTC) has issued detailed rules and examples on how to disclose endorsements and testimonials in various types of content, such as blogs, videos, podcasts, social media posts, and more. Failing to disclose or disclosing in a misleading or unclear way can result in fines, penalties, or legal actions from the authorities or the platforms.

But disclosing a paid partnership is not only a matter of compliance, it is also a matter of ethics and reputation. By disclosing, you are showing respect and honesty to your audience, who have the right to know if you are being paid or influenced by a brand or sponsor to create or share certain content. You are also showing professionalism and integrity to the brands or sponsors you work with, who expect you to follow the best practices and standards of your industry. And you are also protecting yourself from potential backlash or criticism from your peers or competitors, who may accuse you of being unethical or dishonest if you do not disclose or disclose poorly.

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Stephen Angbulu

Championing a balanced reading culture for busy professionals ? State House Correspondent & Columnist @ PUNCH Newspapers ? TEDx Speaker ? Fellow, MTN Media Innovation Programme-Cohort 3 ? Awardee, Royal African Medal '24
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As a writer, disclosing a paid partnership on my blog posts and articles has earned me the trust and respect of my audience. For instance, I had a paid partnership with an editing software that enhanced error-free writing and checks against plagiarism. I told my audience something along the lines of “If you enjoyed this piece and would love to write engaging content like this, then you would like (name of editing software). It helps you write error-free articles and polishes your writing until it shines. This is a promotion for (editing software) who made this piece possible. Get discounts as a first time user when you sign-up using my referral link here (insert).” This way, my audience knows that I use what I’m marketing to them.

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Wael El-Sayed

Senior Manager Arabic Editor @ KAPSARC || Multiple Community Top Voice Badges
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Transparency is essential in content disclosure. To effectively communicate paid partnerships: 1- Labels: Begin with "Sponsored" or "Paid Partnership." 2- Hashtags: Use #sponsored or #ad on social media. 3- Explicit Mention: Clearly state your brand relationship. 4- Footer Notes: Briefly detail the partnership at the content's end. 5- Visual Cues: Differentiate sponsored content visually. 6- Disclosure Policy: Maintain a clear policy and link when relevant. Honesty is key; always prioritize your audience's trust.

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2 How to disclose?

When it comes to disclosing a paid partnership in content, there is no one-size-fits-all solution. However, there are some general principles and tips that can help you disclose effectively and appropriately. Your disclosure should be clear and conspicuous - use unambiguous language like ‘paid partnership’ or ‘sponsored’, and place it in a prominent and relevant location. Additionally, it should be consistent and accurate - use the same or similar disclosure across all platforms, update or correct it if the partnership changes, and make sure it matches the nature of the partnership. Lastly, your disclosure should be respectful and authentic - don’t compromise the quality of your content, sound forced or scripted, make false claims or promises, or take your audience for granted.

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Wandy Felicita Ortiz

Award-Winning Journalist for Hire | MBA Candidate | LinkedIn Top Voice in Web Content Writing
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Depending on the client and the sponsored content being written, you may encounter different guidelines or suggestions that will test your code of ethics as a writer. Some outlets or clients may prefer that a message or editor's note clearly stating "paid partnership" is at the beginning or end of a piece. Others may want for the information to be found in the body of an article, seamlessly weaved into the language. Whatever the case may be, educate yourself on editorial standards & have a candid conversation about what using each of those options means to readers, & how that could communicate biased, create confusion or put the public under the wrong impression.

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Stephen Angbulu

Championing a balanced reading culture for busy professionals ? State House Correspondent & Columnist @ PUNCH Newspapers ? TEDx Speaker ? Fellow, MTN Media Innovation Programme-Cohort 3 ? Awardee, Royal African Medal '24
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When I had a paid partnership with an editing software I wrote something along the lines of “If you enjoyed this piece and would love to write engaging content like this, then you would like (name of editing software). “It helps you write error-free articles and polishes your writing until it shines. This is a promotion for (editing software) who made this piece possible. “Get discounts as a first time user when you sign-up using my referral link here (insert).”

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3 Examples of disclosure

Illustrating some of the ways to disclose a paid partnership in your content, here are examples of different formats and scenarios, and how you can effectively and appropriately disclose in each case. For instance, when writing a blog post about a product or service you were paid or given by a brand or sponsor, you should clearly state this at the beginning of your post, such as "This post is sponsored by X". You should also include a disclosure statement at the end of your post, explaining the details and conditions of your paid partnership. When creating a video, you should verbally and visually disclose your paid partnership in a clear manner, as well as display it on the screen for a sufficient amount of time. Similarly, when recording a podcast, you should verbally disclose your paid partnership at the start and end of your podcast. Lastly, when sharing a social media post about a product or service you were paid or given by a brand or sponsor, you should use hashtags such as "#ad" or "#sponsored" to clearly indicate this. Additionally, use the built-in tools or features that the platforms offer to disclose your paid partnership.

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Nihha Nawaz - Digital Writer

Content Strategist and SEO Blog Writer | Top Rated on Upwork| Helping websites attract, retain, and monetize visitors
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Be Upfront and Honest Nothing beats honesty and nothing is more annoying then sheepishly mentioning sponsers. Being open builds trust and boosts your credibility. Goes without saying that don't promote anything you don't believe in.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marisol Reina

Food and Beverage | Innovation & Global Trends | Product & Process Design | Project Management | Quality systems
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Is there a way to report posting that should be disclosed? Like pages that are supposed to provide useful market insight knowledge making a post that is out of order and is more likely a paid promotion by a company brand

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What are the most effective ways to disclose a paid partnership in your content?

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1 Why disclose?

2 How to disclose?

3 Examples of disclosure

4 Here’s what else to consider

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