A label on Instagram and Facebook that shows a creator's post is sponsored by a named brand. Creators add it with the paid partnership (branded content) tool, and the brand gets access to the post's results.
Example
A creator Meera pays ₹3,000 posts a Reel in her kurta. The post shows 'Paid partnership with Meera's store' under the creator's name.
How you'll hear it
“Make sure she tags us with the paid partnership label, otherwise it's not disclosed and we can't see the insights.”
Don't confuse it with
- Boosted post: your own post promoted with ad money.
- Collab post: jointly published; not a disclosure label in itself.
In India: ASCI's guidelines require the disclosure to be upfront and prominent. A label hidden among hashtags or behind 'more' does not count, and the platform's paid partnership label is one accepted way to disclose.
Related terms
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Sources
- Use the paid partnership tool to tag organic branded content, Instagram Help Centre
- ASCI issues final Guidelines for Influencer Advertising in Digital Media (press release), Advertising Standards Council of India, 2021