Playbooks, breakdowns, and lessons from running gifting on our own store and helping other brands run theirs.
Yes, you can require a post, as long as the creator agrees to it before you ship. But then it's no longer a gift.
You can collect and use a creator's name, address, and phone number to ship them the gift they asked for, without a separate consent checkbox.
Creators can say what they honestly experienced with a gifted supplement, serum, CBD product, or bottle of wine.
When a gifted creator posts a bad review, you can reply once, fix the problem, and ask them to correct a genuine factual error.
A gifted creator posted with no #ad. Here is what actually happens, how much of it lands on you, and the exact messages to send in the next 48 hours.
For most gifted products, the realistic answer is: send two polite messages, then write it off and stop gifting that creator.
Usually not.
In the US, you usually can't stop it. Once you gift a product, the creator owns it, and the owner of a genuine item can resell it without your permission.
When you gift to a creator outside the US, their post needs a disclosure that meets their market's rules, and in almost every major market a free product...
You can gift to creators under 18, but treat the parent or guardian as the person you're dealing with.
Gifted product is a business expense at what it cost you, not what it sells for.
An influencer disclosure policy is a one-page document that covers the three things the FTC expects from brands that work with creators: tell them to...
Most brands who skip disclosure are not making a calculated bet.
There are two ways a creator brief fails, and they are opposites.
Somewhere between "here's your gift" and "can I run this as an ad," a lot of brands lose the thread entirely.
Most gifting campaigns run on a handshake: you ship free product, the creator posts, everyone wins.
Free product can trigger an FTC disclosure even with no payment and no required post. Here is when #ad is needed, who is on the hook, and how to brief creators.