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What Makes a Post Sponsored?

What makes a post sponsored? You know, the kind of post where you have to include disclosures. Today, you’re really going to understand when those disclosures are necessary for a sponsored post, or when there’s a connection that might require disclosure.

What makes a post sponsored?

Obviously, if someone is sponsoring the post the way we all think of sponsors (where they pay you to post about something), that’s a sponsor. But what we’re really looking for is a material connection.

What is a material connection?

A material connection is any relationship between you and a brand, where there’s more than just “I like this product.”

  • You are receiving payment
  • You’re receiving a free gift
  • Or something that goes beyond just, “I like this thing.”

Do you have to be paid for a post to be considered sponsored?

Nope! Like I said earlier, you could receive a free gift. It could also be a family relationship, which would also make a post worthy of disclosure. While that’s not technically a sponsored post, you probably have a relationship there that goes beyond just liking a product. If you own stock in a company, and you’re posting about that company, that also counts.

If you have a material connection, that also means that you need to have a disclosure that is clear and conspicuous. It is not ambiguous. It is not the end of a post or the bottom of a blog post. It is not hard to find. It’s obvious! It’s not a hashtag that’s not couched in between a huge paragraph of hashtags (because nobody reads those anyway.) It’s not living somewhere else, except for on that post, even if it’s a visual-only platform like a TikTok or Reel.

Head to spear-ip.com/quiz to find that legal blind spot that secretly killing your business. Not only will you find out what that legal blind spot is, you’ll receive personalized guidance on how to fix it!