What content is considered branded content?
Our Branded Content Policies require that you use our paid partnership label whenever posting branded content. We define branded content as a creator or publisher's content that features or is influenced by a business partner for an exchange of value. This may include when you post content featuring a product or service gifted to you for free.
Here is a guide to some common situations involving branded content.
| Scenario | Action |
|---|---|
A brand or business pays you to post content that features or mentions their product, brand or business Examples: You post a photo that shows you using a company’s product and are paid by the company to post that photo. You post a photo containing a caption that describes or reviews a company’s product, brand or business. | Use the paid partnership label Reason: Payment from a brand or business partner in exchange for posting content constitutes an exchange of value, so a label is required. |
A brand or business sends you gifts or free products or services and you post content that features or mentions those products or services Examples: A company sends you a free product and you post a photo that shows you wearing that product. A company loans you a free product and you post a photo that shows you wearing that product. | Use the paid partnership label Reason: Posts featuring a free or loaned product or gift from a brand or business partner constitutes an exchange of value. |
You post content that promotes your own products Example: You post content about your own makeup or bag line. | Don't use the paid partnership label Reason: There is no brand or business partner involved here, so it isn't considered branded content. However, as with all of your content, you are responsible for complying with legal obligations, including any disclosure obligations you may have. |
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