Note: legal review pending
This article explains the legal and tax situation to the best of our knowledge with sources — it is not legal or tax advice. For binding guidance, please consult a lawyer or tax advisor.
Note
General definition, not legal or tax advice. For specific cases, seek legal counsel.
In short
The disclosure duty requires that advertising content be recognizable as advertising. Anyone promoting products or brands for consideration must mark it clearly and unambiguously — typically with terms like "advertising" or "ad". The goal is to prevent surreptitious advertising and deception.
What it's about
Consumers should recognize when content is commercially motivated. The duty stems from competition and media law. What counts is the overall impression: disclosure must be clear, visible and recognizable before consumption — not hidden among hashtags.
Examples
- Paid Reel: clearly visible "advertising" at the start/in the caption
- Free product with a posting obligation: usually requires disclosure
- Platform tools like "paid partnership" support but don't necessarily replace clear disclosure
At Collavo
Disclosure requirements belong in the brief and become part of the collaboration record. That creates clarity between brand and creator — but legal responsibility for correct disclosure in each case remains with the parties.
Boundary
Missing disclosure can count as surreptitious advertising — see its own entry.
You might also like