IZEA’s goal is to adhere to the guidelines set forth by the FTC regarding endorsements in social media. We believe we have an ethical obligation to educate and protect the brands, partners and creators we work with.
IZEA’s goal is to adhere to the guidelines set forth by the FTC regarding endorsements in social media. We believe we have an ethical obligation to educate and protect the brands, partners and creators we work with.
“Advertisers have a responsibility to make sure that any sponsored content is marked as such. The disclosure should be clear and conspicuous, so that the reader understands there is a material relationship between the content producer and the brand.”
-Ted Murphy
Disclosure is not just the legal
thing to do…
Transparency and authenticity are the underpinnings of trust. Without trust sponsored social is ineffective for brands and detrimental to creators.
Every social sponsorship facilitated directly by IZEA or through our Exchange is required to have disclosure. Creators that do not disclose are not permitted to participate in any IZEA campaign and will be removed from our network.
2018 Creator & Marketer Awareness of FTC Guidelines
Not Aware
Aware / Not Familiar
Aware / Somewhat Familiar
Aware / Understand
“When it’s not obvious that it is an ad, people should disclose that they are being paid.”
-Mary K. Engle
Associate Director of the Advertising Practices Division Federal Trade Commission
Our Advertisers and Creators must comply with FTC guidelines that state, “When there exists a connection between the endorser and the seller of the advertised product, which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.”
Did you know that only 10% of Marketers claim to have read and understand the FTC Guidelines for endorsements in social media?
We encourage you to download the guidelines as well as the latest update from the FTC.
Honesty of Opinion
Creators are free to write or say whatever they want. IZEA has no restrictions on how they express their genuine thoughts on an advertiser’s product or service. Advertisers may not withhold compensation based on a negative conversation, nor do we allow advertisers to force publishers to edit their post to remove critical statements.
If you believe that a Creator or Advertiser has somehow violated our Code of Ethics, we want you to report it to us. Your name will remain confidential.
IZEA created the very first marketplace for social sponsorship in 2006. Since the beginning we have lead the policy development and discussion, pushing our industry towards transparent, safe sponsorships that protect the brand, creator and consumer.
2006
Industry’s first Disclosure Policy™
Launch of DisclosurePolicy.org
2007
Industry’s first Disclosure Badge™
2008
Industry’s first machine readable disclosure
2009
IZEA Becomes a Governing member of WOMMA
Industry’s first Disclosure Audit™
Industry’s first Disclosure Engine™ For Tweets
Created sponsored checkin platform with
programmatic disclosure
2012
Created first sponsored photo platform with programmatic disclosure
2014
Created first sponsored video platform with programmatic disclosure
2016
Created first sponsored virtual reality platform with programmatic disclosure
The FTC guide covers three basic areas of compliance: education, monitoring and enforcement. IZEA provides technology platforms and solutions designed to facilitate, automate and track compliance for any size social sponsorship campaign.
Marketers are obligated to educate and inform people participating in social media marketing programs of their responsibilities surrounding disclosure and claims.
Marketers are responsible for actively monitoring each piece of content created by campaign participants to ensure compliance with the guidelines.
Marketers must halt any program or individual involved in deceptive representation upon discovery. Marketers should make reasonable effort to correct any misinformation and discontinue utilizing individuals who fail to comply with the guidelines.
IZEA has created disclosure automation technology that helps ensure compliance with the FTC’s .com disclosure guidelines. Our Exchange platform programmatically inserts disclosure into status updates, blog posts, photo and videos in a way that is clear and transparent for consumers.
Sponsored Tweet Automation Example
Creators write their tweet inside of the IZEA platform. They are then able to choose a disclosure from one of two different disclosure styles. Creators see a preview of what the final tweet will look like prior to release. The tweet itself is released via the Twitter API.
Below are examples of IZEAx® system generated disclosures. We believe that these disclosures are inline with the FTC Guidelines and represent best practices in the industry.
If you believe in transparent, ethical sponsorships you might just be our kind of advertiser. Request a proposal for more information.
Instagram Example
YouTube Example
Blog Post Example
Facebook Example
Twitter Example
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