paid partnership
/peɪd ˈpɑːrtnərʃɪp/
Very CommonA disclosed brand sponsorship where a creator is paid to feature or promote a product.
The label is legally required by the FTC in the US. Used sarcastically when someone is pointing out that a creator's 'organic' content is actually paid. Some creators disclose it grudgingly or bury it.
Real-world examples3 examples
| # | Example | What it means | Source |
|---|---|---|---|
| 01 | Paid partnership in 4pt font at the bottom. They really tried to hide it. | The creator disclosed the sponsorship but made the label deliberately hard to notice. | instagram, 2024 |
| 02 | Every video on her channel is a paid partnership now. At what point is she just an ad account? | When every post is sponsored, the creator's independent voice disappears. | youtube, 2024 |
| 03 | At least she put paid partnership right at the top. Rare to see that level of transparency. | The creator disclosed the sponsorship prominently rather than burying it. | x, 2023 |
Use it when
- A creator discloses that a post was paid for by a brand.
- Pointing out that content is sponsored, whether or not it is labeled.
- Discussing influencer marketing and disclosure requirements.
Do not use it when
- There is no disclosure and the brand relationship is hidden.Use “undisclosed-ad” instead.
Paid partnership vs undisclosed ad
paid partnership
Paid partnership means the creator disclosed they were paid.
VS
undisclosed-ad
An undisclosed ad means there was no disclosure, which is an FTC violation.
Origin and context
Instagram launched the 'Paid Partnership' disclosure label in 2017 as part of its branded content policy. The label became standard across platforms as FTC enforcement on influencer disclosure increased.
- First seen
- 2017
- Confidence
- high
Cite this page
Use this stable URL to reference the entry.
https://slang.fyi/paid-partnershipUpdated: 2026-08-28License: CC BY 4.0