You decide yourself how to label it, as long as the requirements of the law are met so that the advertising is clearly identifiable as such. Everyone must be able to recognise that it is advertising before or at the same time as they see what you have posted, regardless of whether they are regular followers or they access content you have posted by chance. In this guide, we call everyone who sees content you post ‘followers’.
It must also be apparent who you are advertising for.
Placing and design of labelling
For it to be clear that it is advertising, the marking must be:
- in a prominent position
- written in a clear font
- in a big enough font.
A prominent position means that the label must be placed so that it is immediately visible. Think about how you can label your post so that it will also be clear that it is advertising if it is shared, and so that those who do not follow you regularly will also understand that it is advertising. It must never be necessary to search or scroll down a post to discover that it is advertising. It is a good rule of thumb that the labelling of the advertising should be the eye-catcher when a post is viewed.
The labelling can be too unclear, for example, if it is:
- placed too far down
- near the edge of the screen
- written in a small font
- close to an eye-catching image.
The font can be made clear by using a different colour or by emphasising it in other ways.
As a minimum, the labelling should be of the same font size as other text in the post. If the font size of the labelling is too small compared with other text, for example a heading, it is easy not to notice it, in which case you risk breaking the law.
If you post advertising links, you must mark them in addition to the post itself.
Use clear wording
It is important that you use unambiguous wording that everyone can understand. The following words are clear enough:
- commercial promotion
Other words and phrases, for example ‘in cooperation with’. ‘competition’, ‘recommendation for’ and ‘affiliate links’ do not explain that the post is advertising. By using words like this or other words that are not as clear as ‘advertising’ or ‘commercial promotion when labelling, you risk breaking the law. The same applies if you label the post itself with ‘adlinks’. What you post together with advertising links is also advertising, and your followers must be able to understand that the whole post is advertising. If the post contains advertising links, you can label the post with ‘advertising’ or ‘commercial promotion at the beginning of the post, and use the word ‘‘advertisement link’ to label the links themselves as they appear in the post.
You should be consistent as regards what terms you use to label something as advertising. If you use too many different terms about something that is essentially the same thing – i.e. advertising – the result could be that it is unclear whether or not it is advertising, in which case you are breaking the law. Instead, if you wish, you can explain in more detail in your post why you have marked the post as advertising.
If the content is in Norwegian, the labelling must also be in Norwegian. This means that words like ‘ad’ or ‘adlinks’ are not clear enough.
Names of advertisers
It must always appear from your post who you are advertising for. It is sufficient that this is explained in the post or that it is clear from the context, e.g. in cases where it is evident which advertiser is promoted.
Examples of good labelling in different media
You decide yourself how to label the advertising content as long as the requirements set out above are met. Below are some examples of how you can label advertising content in different media:
For your readers to understand when you are advertising on your blog, you must label the post at the top so that it is the first thing readers see. In addition, you can, for example, also use a different layout or background colour for posts that contain advertising.
If you write a post that contains both advertising and other, non-commercial content, you still need to include labelling at the top of the post.
If you sort the posts on your blog into categories with tags such as ‘Food’, ‘Everyday life’ and ‘Miscellaneous’, and you also have a separate tag for posts that contain advertising, this is not necessarily clear enough labelling in itself. For this to work as labelling of advertising content, you should highlight the tag for advertising, so that it does not disappear among all the other tags.
The clearest method is to label the image itself on Instagram. You can also label the image with #advertising or write ‘commercial promotion’ first in the caption. It is not clear enough to write ‘advertising’ at the very end of a long list of hashtags or at the end of a long text.
It is not clear enough to just tag the image with the profile name of the trader you are advertising for.
You can place the labelling in the status field, or you can, for example, make sure that it is clear from the title of your post. If you post links to advertising in other media, such as a blog or Instagram on your Facebook page, both the original post and your sharing of it on Facebook must be labelled as advertising.
On Snapchat, you can label advertising by writing a clear text on the image or by using other methods so long as it is clearly recognisable as advertising.
On Twitter, the labelling should be placed at the beginning of the text or somewhere else where it is clearly visible compared with other text. If you share an advertising post from a blog or other social media on Twitter, you must also label your tweet.