How to disclose paid, gifted and affiliate collaborations clearly: a practical checklist for brands and creators.
When a creator receives payment, a free product, a discount or commission from a brand, the audience should understand that relationship. The ASCI influencer guide lists such benefits as examples of a material connection. Receiving no cash does not automatically make a post an independent review.
What should you check before posting?
- Record the relationship: What was received as a fee, free product, travel, discount or affiliate commission?
- Choose a disclosure: Use ASCI's disclosure tool to choose an appropriate label. The message should be clear to the audience.
- Place it correctly: Put the label where it is visible when someone views the post; do not hide it in a group of hashtags or on a profile.
- Check the format: People may join a story, video or live stream at different times. Review current guidance for the format.
- Check claims: The brand should provide accurate product information; the creator should describe only their real experience.
A hypothetical example: a brand sends a skincare product for free and a creator makes a video about it. The video can clearly explain that the product was free; also check for a clear label visible on the picture or video. Do not claim health effects based on speculation alone.
The Indian government's Endorsement Know-hows also gives guidance on displaying disclosures prominently in pictures, videos and live streams. According to ASCI, technical topics in health and finance may carry additional qualification and disclosure conditions; check current rules and expert advice before promoting a special category.
A practical handoff before publication
Create one shared review note with the exact benefit received, the proposed disclosure wording, the placement and the person responsible for checking the final upload. Ask the creator to preview the video on a phone with captions and interface controls visible. If the brand changes the offer, or the creator reposts the content in another format, review the disclosure again. Keep the final link and approval record so that both parties can find and correct an error quickly.
Sources: ASCI guidelines; Indian government guidance.