Ad Compliance and Creator Brief Best Practices

Platform policy basics

UGC campaigns must comply with our Content Policy. Campaigns are reviewed before going live. Common rejection reasons:

• Prohibited product categories (see Content Policy for the full list).
• Misleading claims - do not instruct creators to make false statements about your product.
• Missing disclosure - required hashtags like #ad must be included.
• Assets that violate third-party copyright.

Ad disclosure obligations

As the advertiser, you are responsible for ensuring creators disclose the paid relationship. UGC automatically adds #ad to all campaign required-hashtag lists for link-based campaigns. This aligns with:

• FTC (US) - "clear and conspicuous" disclosure required for material connections.
• ASA / CAP (UK) - ads must be obviously identifiable as ads.
• ARCON (Nigeria) - all commercial advertising must be clearly identified.

Disclosure for WhatsApp Status campaigns

WhatsApp Status doesn't use hashtags the same way public social platforms do, but disclosure is still legally required in most markets. In your brief instructions for WhatsApp campaigns:

• Specify the exact disclosure text you want creators to include in their Status caption (e.g. "Paid partnership with [Brand]" or "Ad:").
• Be explicit that the disclosure must be readable in the caption - not cut off or hidden.
• Do not instruct creators to remove the disclosure or make the post look like a personal recommendation with no paid context.

Writing a great brief for link-based campaigns

• Be specific about the hook - e.g. "Open by showing the product in use, not just holding the box."
• Specify what creators should NOT do (e.g. "Do not make medical claims").
• Keep the caption template concise - creators adapt long captions poorly.
• Provide multiple asset variants if your audience spans different languages or cultures.
• Set realistic duration: longer minimum post days means more view accrual but slower slot turnover.

Writing a great brief for WhatsApp Status campaigns

• Use a bold, clear hero image or short video. WhatsApp Status is full-screen mobile. The creative needs to work without sound and communicate the message in seconds.
• Keep the caption short. Status captions that are too long get cut off. Aim for one sentence of messaging plus the required disclosure.
• Include the conversion link instruction if applicable. If you've enabled conversion tracking, tell creators clearly: "Include this link in your Status caption."
• Remind creators to keep their Status live. Slots can be rejected if the creator deletes their Status before the view-proof review is complete. Include this in your broadcast instructions.
• Keep creative requirements achievable. Requiring a specific face-to-camera intro or branded filter is easy on TikTok but difficult on WhatsApp Status. Brief to what the format supports.