When a collaboration or product gift may be advertising and how creators can check identification before publication.
A free product can be a real benefit for a video—and raise the question of whether the post is advertising. Leaving identification until upload risks unnecessary corrections. The specific agreement, benefit received, presentation and format all matter.
The Medienanstalten publish an identification matrix for social networks and other online media. Their guide explains that consideration can also be a product, trip or invitation. It also addresses cases without an explicit collaboration contract. Check the current matrix for your medium and specific situation.
Four questions before recording
- Is there an agreement with a brand about presentation or publication?
- Have you received money, a product, travel or another benefit?
- Do you expect commission from a link or code?
- Where and in what format will people see the commercial disclosure?
If there is a collaboration, discuss identification before the brief is approved. The disclosure must be clearly recognisable in the format. The Landesanstalt für Medien NRW notes that English hashtags such as #ad may not be sufficient. Do not rely solely on an inconspicuous hashtag at the end of a long caption.
Distinguish a gift, purchase and affiliate link
For a gift, assess whether there is a commercial incentive and a connection to the post. Assessment may differ for a product bought by the creator; even without payment, presentation and other circumstances can matter. The Medienanstalten matrix helps make this distinction. A blanket claim that every brand mention is advertising would be as inaccurate as assuming only cash payments matter.
For affiliate links, viewers should be able to understand that you may benefit from a purchase. Placement and form depend on the content and platform. Document what was agreed and how the post appeared.
Check together before publication
Send the brand a draft showing the intended identification. Make sure it remains visible at different screen sizes and is not covered by controls. Check stories, videos and collaborative posts by format. If the assignment changes later, review the identification again.
Is a gifted product automatically a purely private recommendation?
No. A gift can be a commercial benefit. The specific relationship and presentation need review.
May I express an independent opinion?
Yes; discuss contractual requirements in advance and do not claim experiences or effects you cannot substantiate.