According to Casey Mantle, Head of Digital at Special Effects Media and member of the IAB South Africa Influencer Marketing Committee, for years, the influencer marketing industry has treated disclosure as a small piece of campaign administration.
Add ‘#ad’ to the caption. Select the paid partnership label. Put the required wording into the creator brief. Compliance box ticked.
The release of the IAB South Africa Influencer Disclosure Toolkit is a chance to reconsider that assumption. The toolkit was developed collectively by the IAB South Africa Influencer Marketing Committee to make disclosure guidance more practical and accessible, covering paid partnerships, gifted products, affiliate relationships, employee advocacy and other forms of material connection across platforms including Instagram, TikTok, YouTube, LinkedIn, Facebook and X. That deliberate breadth matters because the commercial relationship behind a piece of content is not always as obvious as the industry assumes.
A creator may not receive a fee, but they may receive a product, service, trip, experience, discount, commission or another benefit. An employee may speak enthusiastically about the company they work for. An affiliate may earn income when a follower uses a link or promotional code. In each case, the audience deserves enough context to evaluate the recommendation properly.
The principle is simple: if there is a material connection that could affect how an audience interprets the content, it should be disclosed clearly. Where the industry gets stuck is in trying to make that disclosure as discreet as possible; buried beneath “more”, hidden among a sea of hashtags, added in small text that disappears before it can be read, or expressed through vague language such as ‘collab’, ‘partner’ or ‘thanks to.’
Picture a post where the paid partnership label is switched off and the only clue is ‘thanks to my friends at (brand)’ tucked at the end of a caption already three hashtags deep. Technically there is a nod to the relationship. Practically, no one scrolling past it registers a commercial arrangement at all. These approaches may preserve the aesthetic of the post, but they miss the purpose of disclosure: a disclosure that consumers are unlikely to notice or understand is not meaningful transparency.
At Special Effects Media, our work sits at the intersection of creators, platforms and brands. That proximity makes one thing especially clear: creator marketing works because audiences feel closer to the person communicating than they do to a traditional advertisement. Brands gain access to relevance, credibility and community.
Creators gain commercial opportunities that can support their work and help turn creativity into a sustainable career. Audiences gain content that is often more culturally relevant, useful or entertaining than conventional brand communication. But the entire exchange becomes weaker when the commercial relationship is obscured.
Brands Cannot Outsource This To A Contract Clause
This is where brands and agencies need to accept far more responsibility than they currently do. Too often, compliance is transferred almost entirely to the creator: the contract contains a clause, the brief mentions the required hashtag, and the brand assumes its job is done. It is not. Brands benefit from the credibility and audience relationships creators have built, and that benefit comes with a shared obligation to protect those relationships, not delegate them and move on.
In practice, that means disclosure has to be built into the campaign, not bolted onto the end of it:
– At briefing stage: Specify the disclosure requirement clearly, in plain language, rather than assuming a hashtag mention covers it.
– At content review: Check, where appropriate, that a disclosure is actually visible and legible before a post goes live, not just present somewhere in the caption.
– At publication: Monitor live content for platform-label use, since a creator may intend to disclose and still get the mechanics wrong.
– When it falls short: Have a process to flag and correct inadequate disclosure, rather than treating it as the creator’s problem alone.
Agencies and talent managers sit between the commercial and creative sides of the relationship, which gives them both the opportunity and the obligation to make transparency operational; part of campaign design, contracting, briefing, approval and reporting, not a last-minute instruction before a post goes live.
Creators, meanwhile, should not have to choose between compliance and creativity. Clear disclosure does not make good content less compelling; it allows the audience to engage with that content honestly. The fear that audiences will immediately reject sponsored content underestimates them. People understand that creators need to earn a living. They already know that brand partnerships fund much of the content they enjoy. What damages trust is not the existence of a commercial relationship, but the sense that it has been concealed.
Transparency can, in fact, strengthen a creator’s position. A creator who discloses consistently signals that their audience relationship is valuable enough to protect. A brand that supports clear disclosure shows confidence in both its product and its partnership. Neither needs to disguise the arrangement for the content to work.
The Commercial Stakes Are Rising, Not Falling
Influencer marketing now competes for meaningful portions of brand and media budgets. With that growth comes an expectation of stronger governance, clearer measurement and greater accountability. The industry cannot ask to be treated as a mature marketing channel while continuing to treat transparency as optional. Professionalisation is not only about better rates, sharper reporting or bigger creator strategies. It is also about building the systems that let the industry grow responsibly.
This matters to us at Special Effects Media because our purpose is to Nurture Africa’s Creative Voice, and that is not only about helping creators reach platforms, audiences and opportunities. It is also about contributing to an industry where those opportunities can be pursued credibly and sustainably.
That is why the IAB South Africa Influencer Disclosure Toolkit matters: it translates principles and regulatory expectations into practical guidance that brands, agencies and creators can use in real campaigns, and gives an ecosystem that has often worked from different interpretations a shared starting point.
A toolkit cannot create trust on its own. The industry still has to apply it. The next standard for influencer marketing should not be whether a disclosure technically exists.
It should be whether an ordinary audience member can see it, understand it, and make an informed decision because of it. The hashtag is only the mechanism.
Trust Is The Real Work
Casey Mantle is Head of Digital at Special Effects Media and serves as a member of the IAB South Africa Influencer Marketing Committee.
The IAB South Africa Influencer Disclosure Toolkit was developed collectively by the committee as a practical resource for creators, brands, agencies and talent representatives. The views expressed in this article are Casey’s own and are shared in her capacity as Head of Digital at Special Effects Media. They do not constitute a statement on behalf of the IAB South Africa.
The toolkit is available as a free download here.
IAB SOUTH AFRICA
https://iabsa.net/
