Disclosure rules for creator posts in cause campaigns
A cause post makes two claims: the creator has a paid relationship, and a purchase helps a nonprofit. Each claim needs a clear disclosure.
Two claims, two disclosures
A creator writes, "Buy this coffee and help a food bank." That post makes two claims. The creator has a paid relationship with the brand, and the sale helps a nonprofit. Each claim needs its own disclosure.
Disclose the paid relationship
The FTC guide Disclosures 101 for Social Media Influencers gives these rules:
- Put the disclosure with the endorsement. Do not hide it at the end, in a profile, or behind a "more" link.
- Use clear words, such as "ad," "advertisement," or "sponsored." Do not use "sp," "collab," or "thanks."
- In a video, say it and show it. In a livestream, repeat it.
- A free product counts as a paid relationship.
Disclose how the nonprofit benefits
BBB Wise Giving Alliance Standard 19 asks a cause promotion to state three things where people buy or give: the part of the price that goes to the charity, the campaign dates, and any maximum or guaranteed minimum gift.
Check state rules too
Some US states regulate commercial co-ventures, in which a business says that a sale helps a charity. Check these rules with your legal counsel before you launch.
This article is general information, not legal advice.
Common questions
What must a creator disclose in a cause marketing post?
Two things. The creator must disclose the paid relationship with the brand, as the FTC asks. The post must also state how the nonprofit benefits: the amount, the campaign dates, and any maximum or minimum gift, as BBB Standard 19 asks.
Is a platform's paid partnership label enough?
Not always. The FTC guide says not to rely on the platform tool alone. Use it together with your own clear disclosure, such as "Ad" at the start of the post.
Does a free product count as a paid relationship?
Yes. The FTC guide asks creators to disclose a free or discounted product, the same as a payment.
Sources
- Disclosures 101 for Social Media Influencers. Federal Trade Commission.
- Better Business Bureau Standards (Standard 19, cause-related marketing). Engage for Good.
- Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 CFR Part 255. Federal Trade Commission.
