Running an influencer campaign with Netherlands-based audience? This page surfaces the exact disclosure rules enforced by the local regulator — the regulator-preferred wording, where to place it, the alternative forms that are accepted, and the variants that are explicitly rejected.
Use the generator below to pick the platform and the type of collaboration (paid post, gifted, affiliate, whitelisted). The output is what to put at the start of the caption, verbatim. Click any chip to copy it.
Platform
Type of collaboration
Paid post
Required disclosure
#advertentie
Also acceptable
#ad
Betaalde samenwerking met [merk]
Reclame
✗ NOT acceptable
@mention zonder #ad
#spon
#partner alleen
#paid alleen
Where to place it
Aan het begin van de post, voor verdere tekst
Duidelijk leesbaar — niet verstopt in hashtag-wolken
In video: on-screen text gedurende het promotionele gedeelte
@-vermelding van het merk is niet voldoende
⚠ Penalties for non-compliance
Klachten worden behandeld door de Reclame Code Commissie. Beslissingen zijn openbaar en kunnen leiden tot reputatieschade en reclame-stops. De ACM (Autoriteit Consument & Markt) kan ook bestuurlijke boetes opleggen voor misleidende reclame.
ⓘ 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.
Reclamecode Social Media & Influencer Marketing (RSM)
Stichting Reclame Code (SRC) · 2024
The Dutch Stichting Reclame Code's Social Media & Influencer Marketing Code (RSM) requires explicit disclosure for any post produced under a 'relevant relationship' with a brand. #ad and #advertentie are the regulator-preferred forms; tagging the brand with '@' alone is not sufficient.
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Yes — the local regulator (Stichting Reclame Code (SRC)) accepts #ad as a primary disclosure. Placement still matters: it must be at the start of the caption, before any other text.
What law governs influencer disclosure in Netherlands?
Reclamecode Social Media & Influencer Marketing (RSM) (2024), enforced by Stichting Reclame Code (SRC). Klachten worden behandeld door de Reclame Code Commissie. Beslissingen zijn openbaar en kunnen leiden tot reputatieschade en reclame-stops. De ACM (Autoriteit Consument & Markt) kan ook bestuurlijke boetes opleggen voor misleidende reclame.
Does gifted content require disclosure in Netherlands?
Yes. #advertentie is the regulator-preferred wording. See the generator above for accepted alternatives.
