Quick tips

• Look for any deal. Money, a free product, an ambassador contract, a code or link that pays per sale: any of these needs a label.
• Check where the label is. A label only works if people see it before the pitch. The start of the caption or the first seconds of a video, not the end.
• Distrust vague tags. #sp, #collab and "thanks @brand" don't tell most people money changed hands. #ad, "Ad" or "Paid partnership" do.
• A brand name isn't an ad. Showing shoes you bought yourself or tagging a café you paid for is just a post. No deal, nothing to label.
• Honest can still be an ad. A labelled ad can include criticism. What matters is that the relationship is out in the open.