You see “#Ad” at the start of a Reel. What is the creator telling you? The post is promotional, and the creator has a connection with the brand that the audience should know about.
That connection might be payment. It might also be a free product, a hosted experience or another benefit. #Ad does not necessarily mean the creator was paid in cash. It tells viewers to recognise the recommendation as advertising rather than an entirely independent mention.
Which disclosure label should you use?
Choose a clear label that fits the arrangement. ASCI’s permitted labels include Ad, Advertisement, Sponsored, Collaboration, Partnership, Free gift and Affiliate.
For example:
- Paid Reel: “#Ad | This Reel is sponsored by [Brand].”
- Gifted product: “Free gift | [Brand] sent me this product.”
- Affiliate link: “Affiliate | I may earn a commission if you buy through this link.”
A label such as “Thanks, [Brand]” may leave viewers unsure whether you bought the product, received it for free or were paid to promote it. Say what happened in words your audience will understand.
Where should the label go?
At the start, where it is hard to miss. On a captioned post, put the disclosure in the first visible lines. Do not place it after “more”, at the end of the caption, in your bio or among a long list of hashtags.
The position can matter even when the label itself is correct. ASCI has upheld a complaint about a promotional post that contained #Ad because the label was hidden among hashtags and required a mobile viewer to scroll to find it.
What about Reels, Stories and videos?
A caption alone may not reach someone who watches without opening it.
- Story or image: Put a readable disclosure on the image itself.
- Reel or video: Put the label on screen at the beginning and keep it clearly visible while promoting the brand. Say the disclosure aloud too, particularly when you are speaking directly to viewers.
- Live stream: Make the connection clear at the start and repeat it as needed so people joining later understand. Keep a visible label on screen during the promotion.
ASCI specifies minimum on-screen display times for videos based on their length. The Department of Consumer Affairs’ guidance also calls for video and live-stream disclosures in audio and visual form. Keeping a clear label visible throughout the promotional part and saying it aloud is a practical way to make the disclosure unmistakable.
Is the platform’s “Paid Partnership” tag enough?
Instagram’s Paid Partnership tag and YouTube’s Includes Paid Promotion tag are among the labels ASCI recognises. ASCI also advises creators to consider a platform disclosure tool in addition to their own disclosure.
Before posting, preview the content as a viewer would. If the tag is easy to overlook, add “#Ad” or a clear explanation at the start of the caption and on the content itself.
Does #Ad make the rest of the post compliant?
No. The label explains the brand connection; it does not prove the product claims are accurate. If a skincare brand pays for your Reel, for example, #Ad does not support a claim that its product “cures acne in seven days”. Check what you say separately from how you disclose the promotion.
Before you publish: a quick visibility test
- Can someone spot the disclosure immediately without tapping “more”?
- Can someone watching only the video see that it is promotional?
- Does the label explain the connection in language your audience understands?
- Is it readable against the image and on a phone screen?
- Does the rest of the post make only claims you can support?
The simple rule: A disclosure works when your audience notices and understands it before the promotion influences them.
Sources and further reading
- ASCI Guidelines for Influencer Advertising in Digital Media — permitted labels, placement, platform tools and video display guidance.
- Department of Consumer Affairs, guidance on influencer disclosures — clear and prominent labels for paid or barter endorsements and guidance for images, videos and live streams.
- Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022 — guideline 14 on disclosure of material connections.
- ASCI complaint outcome: disclosure hidden among hashtags — an example showing why including #Ad somewhere in a post is insufficient if viewers are unlikely to see it.
Disclaimer: This article provides general information for creators in India. Disclosure requirements depend on the arrangement, content format and applicable rules. For a specific campaign or compliance concern, speak with an independent legal professional.