If an influencer is getting compensated in some way to post something, it’s important that they let their audience know. If there’s any value exchange from a brand to a creator as motivation to create a post (like being rewarded with money or free products), then legally, the influencer must publicly make that known.
These guidelines exist to ensure that digital influencers act appropriately when they’re compensated to talk about goods or services. For example, the Federal Trade Commission (FTC) recommends that influencers clearly disclose when they have either a financial or family relationship to a brand they promote by using sponsored hashtags in their posts. That’s why you see #ad or #sponsored on posts where a creator has been compensated in some way by the brand.
Globally, there are quite a few discrepancies when it comes to the rules of disclosure due to the different governing bodies in different countries. To make it easier, please reference the attached links for insight into these variations amongst the different markets to ensure the appropriate disclosure laws are being followed: