Skip to content
EN

Lesson 11 of 12 · 5 min · +100 XP

How can you tell if an influencer is being paid to post?

An influencer's post is probably sponsored if it has an Ad or #ad label, a personal discount code, a link in the bio that earns them money, or a product they were sent for free. Over-the-top praise and time pressure are clues too. In the UK and the US, influencers must clearly label paid posts as ads.

▶ Try it

Why it matters

Your favourite creator suddenly loves a shower gel? They might be paid for it. If you can spot the clues, you decide what you buy, not the ad.

In 5 minutes you'll be able to

  • Influencers are often paid for being excited.
  • Look out for #ad, “Ad”, discount codes, links and free gifts.
  • Ads must be clearly labelled. Think first, then buy.

What you'll practise

  1. The shower gel post

    Read the post. Tap everything that shows: this is an ad.

    ellie.lifestyle
    My new favourite shower gel 😍🚿 I literally don't use anything else now!!
    Use my code ELLIE20 for 20% off
    👉 Link in bio
    #beauty #morning #ad

  2. The gaming video

    Find the advertising in this video post.

    FinnPlays
    Testing the new headset 🎧 The company sent it to me and honestly: best headset in the world, nothing else comes close
    It's my birthday today 🎂
    On offer today only, be quick!
    [AD]

  3. How do you spot an ad?

    Pick all the clues that point to an ad.

    • #ad or “Ad”
    • A personal discount code
    • “This was sent to me”
    • A link “to the shop” in the bio
    • A photo of dinner with family, no brands
    • An honest review with pros and cons, bought with their own money

Remember

Money, gifts or a discount code? Then it's an ad.

If someone's making money from it, it's an ad.

Key facts

  • In the US, influencers must disclose any “material connection” to a brand, which includes being paid or getting free or discounted products. · Source: US Federal Trade Commission, Disclosures 101 for Social Media Influencers, 2019
  • The FTC says influencers can't simply rely on a platform's built-in disclosure tool. The relationship has to be obvious to the people who see the post. · Source: US Federal Trade Commission, Disclosures 101 for Social Media Influencers, 2019
  • In the UK, the advertising regulator expects paid influencer posts to carry a prominent “Ad” label upfront, and says links or discount codes that earn the creator money count as advertising. · Source: Advertising Standards Authority (ASA), Recognising ads: social media and influencer marketing
  • Labels like “gifted”, “aff” or a discount code on their own are usually not clear enough. Plain words like “Ad” or “Advert” are. · Source: Advertising Standards Authority (ASA), Recognising ads: social media and influencer marketing

Updated:

Questions people ask

What does #ad mean on social media?

It means the post is an advert: the creator was paid, got the product for free, or earns money from sales through a link or code. It's a sign to think critically before you buy.

Do influencers have to say when they are paid?

Yes. In the UK the ASA and in the US the FTC require influencers to clearly label paid posts, gifts and affiliate links, so followers know it's advertising.

What is an affiliate link?

A special link or code that tracks who sent you to a shop. The influencer earns money every time someone clicks or buys through it.

Is a gifted product an ad?

Usually, yes. Getting something for free counts as a form of payment, so a post about it should be clearly labelled as an ad.

Related terms