SponmiAd disclosure rules for sponsored posts
In the United States, Japan and Korea a post made in return for money, free products or any other benefit must be clearly identified as advertising. The label has to be easy to notice — not hidden in a list of hashtags or behind a “more” link — and both the brand and the creator should make sure it is there.
Updated
The three rules side by side
| Country | Rule | In practice |
|---|---|---|
| United States | FTC Endorsement Guides (16 CFR Part 255) | Disclose any material connection clearly and conspicuously, in the video itself as well as the description. |
| Japan | Stealth-marketing rule under the Act against Unjustifiable Premiums and Misleading Representations, in force since 1 October 2023 | A business's advertising must be recognisable as advertising. The business is the party held responsible. |
| Korea | KFTC Guidelines on Endorsements and Testimonials in Advertising | State the economic interest near the endorsement in clear words; for video, in the title or in the video rather than only in the description. |
A safe default for any country
- Turn on the platform's paid-promotion label.
- Say or show “ad” or “sponsored” at the start of the video.
- Repeat it in the first line of the caption or description.
- Use the viewer's language.
- Keep the label for as long as the post stays up.
Free products count
A gift, a discount, a commission link or an invitation is a benefit. If it could affect how viewers weigh the recommendation, disclose it.
Official sources
- FTC — Disclosures 101 for Social Media Influencers (ftc.gov)
- Consumer Affairs Agency of Japan — stealth marketing (caa.go.jp)
- Korea Fair Trade Commission — endorsement guidelines (ftc.go.kr)
Questions
- Is a hashtag like #sp or #collab enough?
- Usually not. Regulators ask for words an ordinary viewer understands, placed where they will be seen.
- Who is responsible, the brand or the creator?
- It differs by country; in Japan the rule applies to the business. In practice both should check, and Sponmi's terms make both responsible.
- Is this legal advice?
- No. It is a summary to help you find the official rules. Check the regulator's own guidance for your case.