Late last year the influencer marketing best practices/ guidelines were revised by Ad Standards in Canada addressing some evolving areas like content made with AI and AI influencers.
Brands, influencers and agencies all share responsibility for clear partnership disclosures. With numerous high profile class action lawsuits in 2025, many in the US, (Revolve, Celsius, Al Yoga, Shein) and influencer marketing integrated into more campaigns than ever before, attention to the rules of disclosure are not optional.
So What Do You Need to Know?
1. When in Doubt, Spell it Out
Disclosure has to be clear and “above the fold” so to speak. Influencer marketing ad standards disclosure best practice is hashtag#ad at the beginning of the post or video. hashtag#Collab is not sufficient and neither is hashtag#partner. Neither is clear enough to the audience.
2. Know Your Safety Zones
Disclosure has to be contained inside the video safe zones for clarity. Know your safety zone specs.
3. Affiliate Links and Disclosure
Affiliate links inside influencer content, which has always been a bit wishy washy, is clear now. The post or content needs to have clear disclosures before the link.
4. Gifted Product
Recommended disclosure hashtags for PR boxes/ gifts #giftedproduct
5. Use of AI
AI that impacts the product – needs to be disclosed #AICreated #AI
6. Virtual influencer
Also needs to be clear #AIInfluencer #AICreated
7. Hosting an event as a brand?
Any influencer attending needs to note they were invited as a guest by you or the brand.
Read the full document below.
Influencer Marketing Standards Updates
https://adstandards.ca/resources/influencer-marketing
The Influencer Marketing Best Practices and Ad standards