Influencer Disclosure Generator — ASA + EU compliance

The Collabios influencer disclosure generator gives the ad label for a paid partnership, gifted product or affiliate post in 13 European markets: the wording the local rules point to (Ad, Publicité, Werbung), where to place it and the legal source. For brands auditing posts and creators writing captions.

Aktualizováno 2026-05-17Citované zdrojeZdarma · bez registraceZkontroloval Ghassen Daoud

Country of your audience

Platform

Type of collaboration

This country's regulator explicitly rejects English-only hashtags like #ad or #sponsored. The disclosure must be in the local language.

Required disclosure

Also acceptable

Collaboration commerciale

#publicité

✗ NOT acceptable

#ad

#sponsored

#partenariat

#collab

#spon

Where to place it

Visible dès le début du contenu, avant tout texte développé
Au moins aussi lisible que le reste du texte (taille, contraste)
Sur les vidéos : incrustée à l'image pendant toute la durée pertinente
Pas dissimulée derrière "Lire la suite" ou un repli de caption

Penalties and official sources

⚠ Penalties for non-compliance

€300 000 max fine · Jusqu’à 2 ans d’emprisonnement. À partir du 1er janvier 2026 (Décret n° 2025-1137 du 28 novembre 2025), un contrat écrit est obligatoire dès que la valeur annuelle totale de la collaboration dépasse 1 000 € HT (rémunération + valeur des avantages en nature). L’absence de contrat écrit ou de clauses obligatoires entraîne la nullité du contrat — la marque perd alors tous ses droits sur le contenu créé. La Loi 2023-451 a été modifiée par l’Ordonnance n° 2024-978 du 6 novembre 2024.

Source

→ Légifrance — Décret n° 2025-1137 du 28 novembre 2025 → Légifrance — Ordonnance n° 2024-978 du 6 novembre 2024 → Service-Public.gouv.fr — Obligations contractuelles

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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Převezmi obsah
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Ve zkratce

EU influencer disclosure rules in 2026 are country-specific AND language-specific: regulators require the disclosure to appear in the language of the targeted audience, not the creator. Generic English `#ad` or `#sponsored` is insufficient in most EU markets. Fines reach €300,000 in France (Loi 2023-451, DGCCRF), up to €500,000 in Germany under MStV § 115 Abs. 2 as enforced by the Landesmedienanstalten, and up to €258,228 / €600,000 in Italy depending on the breach (arts. 38 and 67 TUSMA). The Spanish CNMC pursues creators and brands alike under RD 444/2024.

France's Loi Influenceurs n° 2023-451 requires `Publicité` or `Collaboration commerciale`; Germany's UWG §5a Abs. 4 requires `Werbung` or `Anzeige`, with the parallel Telemedien duty in MStV § 22 Abs. 1 policed by the Landesmedienanstalten; Spain's RD 444/2024 (CNMC) requires `publicidad` or `colab`; Italy's AGCom Codice di Condotta (Delibera 197/25/CONS, 5 Aug 2025) requires `#pubblicità` in the first 3 hashtags. UK ASA accepts `#ad`. The Collabios disclosure generator returns the exact regulator-approved wording per country + platform + partnership type — see the full country-by-country guide. Free, no signup.

Zdroje: Loi Influenceurs n° 2023-451 (DGCCRF); UWG §5a Abs. 4; MStV § 22 Abs. 1 + § 115 Abs. 2 (Landesmedienanstalten); RD 444/2024 (CNMC); AGCom Delibera 197/25/CONS; UK ASA / CAP Code

How to generate the right disclosure

Four-step workflow to get the regulator-preferred wording for any EU campaign.

Pick the country your audience is in
The disclosure must follow the rules of the audience's country, not the creator's. A French creator posting for a German audience uses German wording.
Pick the platform
Instagram, TikTok, YouTube, and others have slightly different placement rules — first line of the caption, in-video overlay, or pinned comment.
Pick the partnership type
Paid post, gifted product, affiliate code, or organic. The wording changes: "paid partnership" vs. "gifted" vs. "advertising" depending on the country and the consideration.
Copy the wording, placement, and legal basis
You get the exact text the regulator expects, where to put it, and a link to the underlying law (Loi Influenceurs, UWG §5a, RD 444/2024, AGCOM TUSMA, etc.) so legal can verify at the source.

Why generic #ad isn't enough in the EU

France's Loi Influenceurs (2023, updated 2026), Spain's Real Decreto 444/2024, Germany's UWG §5a, and Italy's TUSMA all reject generic English hashtags like #ad or #sponsored when the audience is local. The disclosure must be in the local language, prominent, and at the start of the post.

Penalties are real: France punishes a missing mention with up to a €300,000 fine and two years in prison; Italy's AGCOM Code of Conduct allows administrative fines under arts. 38 and 67 TUSMA of up to €258,228 / €600,000 depending on the breach; Spain's CNMC actively sanctions both creators and brands under Real Decreto 444/2024; Germany's Wettbewerbszentrale actively pursues non-compliant influencers via civil enforcement (Abmahnungen, Unterlassungsklagen, Vertragsstrafen).

This generator returns the exact wording the regulator expects, the placement rules, and links to the underlying regulation so you can verify everything against the source.

Ilustrační příklad

Příklad scénáře: One campaign, five countries — labelling each post to the local rule

A brand is running a single product launch with creators in the UK, France, Germany, Spain and Italy. The instinct is to write one disclosure line in English and paste it everywhere. That is exactly how a campaign picks up five separate compliance risks: each market enforces a different regulator, a different accepted wording, and a different placement rule.

Instead, the brand runs the generator once per country. It returns the UK ASA / CAP-Code phrasing, the French "Publicité" wording under the Loi Influenceurs, the German Werbekennzeichnung under §5a UWG, the Spanish label under RD 444/2024, and the Italian marker under the AGCom Codice di Condotta — each with the placement note (top of caption, before the "more" fold, not buried in hashtags). The brief now hands every creator the exact line for their audience's jurisdiction instead of a one-size-fits-all guess.

The creator side gets the same certainty. A creator posting to a mixed EU audience checks the country that matches their followers, copies the compliant wording, and places it where the regulator expects it — protecting both the brand's campaign and their own account from an enforcement complaint. Getting the label right is not a formality; it is the cheapest insurance in the whole collaboration.

Pick a country to see the rules

France Germany Spain Italy Netherlands Belgium Portugal Austria Switzerland Poland Sweden United Kingdom Ireland

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FAQ

How do brand teams audit an influencer campaign for ASA + CMA + DGCCRF + AGCom + UWG disclosure compliance?

Five-pass brand-side workflow:

(1) pull every campaign post and screenshot the disclosure tag and its placement (first three lines of caption / platform's native paid-partnership label / on-screen overlay for video); (2) match each post to the audience country — disclosure language follows the audience, not the creator (a UK creator posting for a French audience needs French-language disclosure under Loi 2023-451); (3) check the regulator-preferred wording per country using the generator above (UK: #ad / paid partnership label; France: #publicité / #collaborationcommerciale; Germany: Werbung / Anzeige; Spain: #publicidad / #publi; Italy: #pubblicità in first 3 hashtags); (4) flag posts using only generic English #ad on non-UK audiences as at risk and ask the creator to re-issue them; (5) file the audit log with the campaign retention pack — regulator queries land 3-18 months after campaign end, the audit is your defence.

How should a creator write a disclosure to stay ASA + DGCCRF + AGCom + UWG compliant in 2026?

Creator-side workflow:

(1) confirm the audience country of the campaign — your disclosure language follows the audience, not your nationality; (2) place the regulator-preferred disclosure in the first three lines of the caption AND in the platform-native paid-partnership tag (Instagram's "Paid partnership with [brand]" label, TikTok's "Promotional content" toggle, YouTube's "Includes paid promotion" checkbox); (3) use wording the audience will understand, normally in the audience language, because a bare English #ad can be unclear outside the UK and the Netherlands; (4) for gifted content (no cash but free product), disclose the gifting relationship explicitly — #gifted in the UK is sufficient, #publicité or #partenariatcommercial in France, #regalo or #publicidad in Spain, #pubblicità in Italy; (5) for AI-generated or AI-modified content, additional labelling is required under France's Loi 2023-451 Article 5 and increasingly under UWG enforcement in Germany.

Is #ad enough in Europe?

Not reliably. In the UK, ASA and CAP guidance asks for a prominent “Ad” label upfront, and the Dutch Reclamecode Social Media expects a clear advertisement or paid-partnership mention. Elsewhere the rules expect a clear label the local audience understands, such as “Publicité” or “Collaboration commerciale” in France and “Werbung” in Germany, so a bare English #ad is a risk rather than a safe harbour. The generator surfaces the exact wording per jurisdiction.

Does the disclosure need to be in the influencer's language or the audience's language?

The audience's language. A French creator posting for a Spanish brand whose audience is in Spain must use Spanish disclosure ('Publicidad'). The rule follows the consumer-protection logic: protect the people who see the post, not the people making it.

What happens if I use #ad when the audience is in France?

Loi 2023-451 asks for a clear, legible and understandable mention such as “Publicité” or “Collaboration commerciale” (or an equivalent suited to the format), unless the commercial intent is already obvious from context. The law does not list exact labels, so a bare English #ad is a risk rather than a guarantee. Failing to show commercial intent is a misleading commercial practice, with the criminal penalties set in art. L.132-2 of the Code de la consommation.

Does gifted content need disclosure?

In every EU country covered by this tool — yes. Gifting is a "material connection" under the laws. Some countries accept softer wording (Geschenk, regalo, oferta) but a label is mandatory whenever the creator received the product because of their content. A bare #PR or #gifted may not make the connection clear, so check the local wording in the generator.

What are the US disclosure rules — do the FTC Endorsement Guides apply to my campaign?

If your audience is in the United States, the FTC Endorsement Guides (16 CFR Part 255) apply, not the ASA / EU country rules. Under §255.5 any material connection — a paid fee, a free or discounted product, early access, a prize entry, or an affiliate commission — must be disclosed "clearly and conspicuously". Section §255.0(f) defines that standard as "difficult to miss (i.e., easily noticeable) and easily understandable by ordinary consumers", and says the disclosure "should be unavoidable" on social media. The FTC pursues both the brand and the creator, so brand teams running a US campaign should build the disclosure requirement into the brief.

Is #ad enough in the US, and which tags does the FTC say to avoid?

Unambiguous terms — "advertisement", "ad", "sponsored", or a platform paid-partnership label — satisfy the FTC "clear and conspicuous" standard when placed where they are hard to miss (before the caption "more" cut-off, not buried in a block of hashtags). Vague tags that a reader may not decode — "#sp", "#spon", "#collab", "#ambassador", or a bare "thanks [brand]" — do not clearly communicate the connection. For video, the disclosure must be in the video itself (superimposed or spoken), not only in the description; on a live stream, repeat it because viewers join partway through.

Does gifted product or an affiliate link need FTC disclosure even if I was not paid?

Yes. Under 16 CFR §255.5, a material connection exists even when no cash changes hands. Example 7 confirms that a creator who receives an expensive product for free must disclose that fact, and Example 11 extends the same rule to affiliate links that earn a commission. A free or discounted product, a free trip, or early access all trigger disclosure. "#gifted" works for the US when placed prominently, but pairing it with the platform paid-partnership tag is the safer baseline.

Is this legal advice?

No. This is operational guidance built from publicly-available regulatory sources, intended to help campaigns avoid the common compliance gaps. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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