About partnership ad permissions
Branded content ads are now called partnership ads.
To run partnership ads, advertisers need permission from the partner whose handle the ad will run from. Creators and partners can revoke these permissions at any time.
Note: If 2 Instagram or Facebook accounts are owned by the same business and an employee has ads access to both assets, they will be able to run partnership ads without partnership ad permissions. Learn how to change someone's access and permissions.
There are 2 types of partnership ad permissions: content-level and account-level.
About content-level permissions
With content-level permissions, creators and other partners can give advertisers permission to promote an individual post, story or reel as a partnership ad.
Advertisers can:
- Create partnership ads from any post, story or reel (regardless if it's branded content or if the advertiser is tagged) when a partner shares the partnership ad code.
- Create partnership ads from a partner’s existing branded content when the Allow brand partner to boost toggle is turned on and they are tagged in the paid partnership label.
Creators and partners can:
- Control which content, including archived content and hidden collab posts, an advertiser is allowed to boost into a partnership ad featuring both of your accounts in the header.
About account-level permissions
Through Meta Business Suite, advertisers can manage partnership ad relationships with their partners at the account level and run partnership ads without additional permissions at the content level.
Advertisers can send a partnership ad request from Meta Business Suite to their partner to view and accept within the Instagram app. Advertisers can also view pending requests, accepted requests that indicate active partnerships, and inactive requests for which creators or brands have removed permission.
Note: Account-level permission requests for partnership ads can be managed through Meta Business Suite or in the Instagram app.
Advertisers can:
- Create partnership ads from a partner’s handle without pre-existing content.
- Create partnership ads from any of the partner’s existing posts, stories or reels that tag the advertiser, including archived content. Note: To boost Instagram content, the advertiser must be tagged using either the paid partnership label, @mentions, people tags, product tags, or Instagram collabs. To boost Facebook content, the advertiser must be tagged using the paid partnership label.
- Include or exclude their partner’s custom audience in their partnership ad campaign.
Creators and partners can:
- Tag the advertiser in the paid partnership label when creating branded content.
Learn more
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