Ad labelling on social media: what VVTAT requires
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Ad labelling is one of the most common mistakes influencers make. The State Consumer Rights Protection Service (VVTAT) published its Guidelines on the Labelling of Advertising in Social Media back in 2019, yet it still notices unlabelled Stories, gifts and advertising of products that influencers sell themselves.
In this part of the guide – when and how advertising, gifts and discount codes must be labelled, how to do it on different networks and when labelling is not required.
In short
- Advertising must be labelled even when it was not paid for in money and a product or service was received instead.
- The label must be clearly visible, placed before other hashtags and not covered by the platform's buttons.
- If you bought the product with your own money and can prove it, no label is needed.
When labelling is required
| Situation | Label it? | How |
|---|---|---|
| A brand paid for the post | Yes | “Reklama” (advertisement) |
| You received a product or service free of charge | Yes | “Dovana” (gift) or a thank-you with the company's name |
| You share a discount code or an affiliate link | Yes | “Reklama”, “Nuolaidų kodas” (discount code) |
| You advertise products you sell yourself | Yes | “Reklama” |
| You bought the product with your own money and have proof | No | – |
How to label correctly
VVTAT states that the labels “Reklama”, “Dovana”, “Nuolaidų kodai” (discount codes) and the like:
- must not be hidden among other tags;
- must not be covered by the platform's elements, for example, “See more”, “Send message”, “Share”;
- must be placed before other hashtags;
- must stand out, be clearly visible and easy to read.
When you receive a gift, followers must be informed, for example, by stating “thank you to (company name) for the free product”.
On different networks
- Instagram posts – the label at the start of the caption, so that it is visible without expanding the text, plus the platform's “Paid partnership” feature.
- Stories – the label on every advertising frame, not just the first. VVTAT notes that Stories are the format labelled least often.
- TikTok – VVTAT specifically stresses that labels must be shown here too; also use the platform's content disclosure setting.
- YouTube – the label in the video and in the description, plus the platform's “Includes paid promotion” setting.
- Facebook – the label at the start of the post and the “Paid partnership” tag, where it is available.
Other requirements for advertising
VVTAT reminds influencers that an advertising post must also comply with the requirements of the Law on Advertising and the Law on the Prohibition of Unfair Business-to-Consumer Commercial Practices:
- advertising must be complete, clear and not misleading;
- particular attention goes to advertising aimed at children: it must not use a direct call to buy;
- it is not allowed to mislead about the properties of food, food supplements and cosmetics.
The most common mistakes
- unlabelled Stories;
- the label hidden at the end of the text among hashtags;
- unlabelled advertising of your own goods;
- gifts presented as your own purchase.
Affiliate links
When you share an affiliate link or a discount code for which you receive a commission, label it just as clearly as a sponsored post. Followers must understand that you have a financial interest. Clear labelling does not reduce sales – it increases trust.
Frequently asked questions
Do gifts have to be labelled on social media?
Yes. Followers must be informed about a gift received with a clearly visible label or a thank-you with the company's name.
Where should the “Reklama” label go?
Before other hashtags, in a clearly visible place, so that the platform's buttons do not cover it. In Stories – on every advertising frame.
Do I need to label a product I bought myself?
No, if you bought it with your own money and have proof confirming it.
Sources
- Valstybinė vartotojų teisių apsaugos tarnyba. VVTAT primena, kaip „influenceriai“ turi žymėti reklamą socialiniuose tinkluose
https://vvtat.lrv.lt/lt/naujienos-ir-pranesimai-ziniasklaidai-377/vvtat-primena-kaip-influenceriai-turi-zymeti-reklama-socialiniuose-tinkluose-1692/