- Content
By 2025, social media have become the main tool for brand promotion, and platforms like Instagram, TikTok, and YouTube remain essential tools for reaching audiences. But popularity has its price: attention from regulators in the form of improper labeling of ads, breaking legal rules, or deceptive content can cost a lot of money. In this article, we will examine the main requirements for advertising content on social media and give tips on how to avoid sanctions.
Basic requirements for advertisement of content on social networks
In most states, including Ukraine, advertisement of content on social networks is addressed by general law of advertisement and extra platform requirements. The focal requirement is indicating the content as advertising or of commercial character.
Labelling is the most important tool of transparency. In Ukraine, advertising in social networks must be marked with the term “advertisement,” “sponsored,” etc. The same applies in the EU and USA. As an example, in the US, influencers will have to use the #ad tag or make use of the collaboration marking facilities that are provided within the tools (Instagram’s Branded Content Tool).
Ignoring the rules of labeling can be interpreted as misleading the consumer, and in this case, fines or blocking of content are imposed.
It is also important to consider the specifics of each platform:
- Instagram requires commercial publications to be marked through the inherent “Sponsored” label. Failure to do so may result in an account being warned or losing access to advertisement features.
- TikTok requests tagging with the “Paid partnership” label and requires users to be notified beforehand of any form of payment (even gifts) if they decide on the content of the video.
- YouTube requests tagging embedded ads (product placement) with an option in the video settings, in addition to notifying the viewer verbally of the promotional nature of the content.
What to look out for when marketing on social media?
- Proper labeling of advertisement – use the hashtags #advertisement, #ad, #sponsored.
- Compliance with local laws – laws of the nation where your target audience is greater than where the content creator lives.
- Compliance with a platform’s rules – every network has various guidelines for labeling advertisement content.
- Transparency towards the consumer – any gift, discount or free product mentioned within a video or post must be declared.
- Ban on manipulation – it is forbidden to manipulate product characteristics, declare pseudo-scientific facts or hide risks.
- Extra care when advertising to children – you may not mislead, provide “miracle effects” or take children’s faces without permission.
Conclusion
Social networks are a powerful advertising tool, but they only work if the rules are obeyed. Mislabeling or ignoring the law can lead to not only monetary loss but the loss of audience trust, too. To prevent trouble, it’s worth keeping your knowledge of platform requirements and domestic legislation up to date regularly, particularly when working for an international client base.
To prevent trouble, it's worth keeping your knowledge of platform requirements and domestic legislation up to date regularly, particularly when working for an international client base.