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What counts as an ad? When should influencers be transparent? What does disclosure look like? Does gifting count as sponsored content?? 

These are up there as some of the most common questions we have brands asking us.

Disclosure has been a hotly debated topic in our industry. Doing it right is not only an ethical obligation, but will also place audience trust in both the influencer and the brand. Trust us when we say, social media followers have a much stronger BS detector than you might think.

We’ve also started receiving reports from influencers themselves who have been penalised for not using in-platform disclosure tools during partnerships. The result in many cases is restricted post reach, and thus engagement

A year ago we predicted that Australia would follow suit after the US FTC Influencer Guidelines were released. Now AIMCo (Australian Influencer Marketing Council) has released its own set of guidelines with the aim of clarifying and unifying our Influencer Marketing space.

Just as the FTC guidelines did, AIMCo included a prominent set of codes of practice when it comes to influencer partnership disclosure. 

We’ve pulled this information into a handy little guide, available to download below.

This 1-page guide covers the following:

  • When influencers should be disclosing
  • What counts as ‘sponsorship’
  • Where ‘gifting’ sits
  • How to disclose in posts and videos
  • Disclosure abbreviations which are no longer acceptable

Download Your Copy

If you’d like further guidance on developing your Influencer Marketing Strategy and ensuring your following appropriate codes of practice, feel free to register for one of our personalised team Influencer Marketing Masterclasses.


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