A brand sent skincare for two Stories. Is that a partnership?
The short answer
You received a product in exchange for content. Being paid in products rather than money doesn’t make it an ordinary personal recommendation.
This guide is still under review — details
What this answer is based onWhat to do
Use the Paid partnership label and identify the brand through the partnership tool. You could also say: “The brand sent this set in exchange for two Stories.” That sentence alone doesn’t replace the label.
- Record the agreement: what the brand provides and what you promise to publish.
- Use the platform’s paid partnership label and identify the brand when publishing.
- Explain the arrangement in plain language in the review. Check that the wording accompanies the label rather than replacing it.
The situation
A brand writes: “We’ll send you a set if you post two Stories and tag us.” You agree and prepare a review captioned “My evening routine.”
The situation and an improvement
“My evening routine” with no mention that the set was supplied for two Stories.
“The brand sent this set in exchange for two Stories,” alongside the paid partnership label identifying the brand.
One more example
A hotel provides a weekend for a review
A hotel offers a creator two free nights in exchange for a Reel. The creator says: “Found a lovely place and just wanted to share.” No money changed hands, so they treat it as an ordinary recommendation.
What to do
The free stay is part of the arrangement, and viewers should know about it. You could start the caption with: “The hotel provided two nights free for this review.” Separately check and apply the appropriate Instagram partnership label. A single sentence or hashtag does not replace all requirements for the placement.
What this answer is based on
Instagram · Branded Contenthelp.instagram.comFull source review pendingReview details
This is a preliminary explanation. We couldn’t read the full source page yet; detailed conditions and exceptions still need checking.
Include the guide link, language and wording that needs checking. Add an official source link if you have one. Do not send passwords, login codes or photos of identity documents.
Examples are made up to explain the guidance. Meta decides individual account and content cases.
Sources and related topicsPolicy Graph · Demo in development