Guidance

Social media endorsements: guidance for content creators

How content creators and influencers must label gifted, discounted and promotional content on social media, to comply with consumer protection law.

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Details

This guidance covers: 

  • telling your audience when you have a direct business connection with a brand 

  • why you need to be honest when creating social media content on any channel 

It applies to you if you’ve received a product for free or at a discounted rate (or received other incentives, such as direct payment or commission) in connection with your social media accounts, no matter how many followers you have.  

“Product” covers goods, services and digital content.

These rules also apply when posting about your own brand or products on personal social media accounts.

For more information, see:

Updates to this page

Published 23 January 2019
Last updated 28 August 2025 show all updates
  1. Guidance updated following DMCC Act 2024.

  2. Updated guide published.

  3. First published.

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