Use cases for branded content

A brand or business pays you to post content that features or mentions their product or brand/business

Examples: You post a photo that shows you using a company's product and are paid by the company to post that photo.

You post a photo containing a caption that describes or reviews a company's product or brand/business.

Yes

Payment from a brand or business partner in exchange for posting content constitutes an exchange of value, so a label is required.

A brand or business sends you gifts or free products or services, and you post content that features or mentions those products or services

Examples: A company sends you a free product and you post a photo that shows you wearing that product.

A company lends you a free product and you post a photo that shows you wearing that product.

Yes

Posts featuring a free or loaned product or gift from a brand or business partner constitutes an exchange of value, so a label is required.

You post content that promotes your own products

Example: You post content about your own make-up or bag line.

No

There is no brand or business partner involved here, so it isn't considered branded content. However, as with all of your content, you are responsible for complying with legal obligations, including any disclosure obligations that you may have.