Learn how to identify a commercial partnership in videos, stories and live streams, and build a pre-publication check.
A received product, commission or payment can create a commercial relationship that audiences need to understand. Senacon advises clear, immediate identification, including when the benefit is not money. The updated CONAR guide, effective since June 2026, is an industry self-regulatory reference.
Plan the notice before filming
Describe the brand relationship, format and identification in the brief. Check that it is understandable on first contact with the material, including on mobile devices. Platform partnership tools can help, but the team should verify visibility in the format actually published. Do not hide identification among hashtags or after truncated text.
Adapt it to the format
In a short video, test whether the notice remains visible long enough to be noticed. In a story sequence, check each item presenting the offer. In a live stream, people join at different times, so repeated disclosure may be needed. For public-campaign implementation, also see the Social Communication Secretariat.
Review together
Before publication, brand and creator should check identification, product claims, offer conditions and links. Keep the approved version and a record of the published material. Personal testimony should reflect real experience; do not ask someone to claim they tested something they did not. Check category-specific rules before agreeing a campaign for regulated products.
Example: a product sent for demonstration
A cosmetics brand sends a creator a product and requests a demonstration. Before filming, the team records the benefit, brief and claims it can substantiate. The creator prepares a video with noticeable advertising identification, and the team checks it on a phone. If a visual effect changes the appearance of the result, it must not mislead viewers. The example is fictional; specific rules depend on the product and content.
Publication checklist
- Record payment, gift, commission or other benefit and the agreed scope.
- Plan identification before filming and verify it in the final material.
- Check claims, price, offer conditions and links.
- Review video, stories and other formats separately.
- Keep the brief and approved version and assign responsibility for corrections.
Frequently asked questions
Does a gift without cash remove the need to identify advertising? Not automatically. Assess the commercial relationship using the applicable Senacon guidance and CONAR guide.
Does the platform's label solve every case? It can help, but identification must be clear in the content and context presented to the audience. CONAR's guide is self-regulation and does not replace legislation.