Guidelines for Endorsers
Last revised: September 14, 2022
Social media can give customers a way to talk to another, and with Slate, and to share feedback on products, services, and shopping experiences. We want customers who see Slate advertising messages (including ads, product reviews, blog posts, Instagram, Facebook, Twitter, and/or other posts) to have a clear understanding about where those messages originated.
This means if you have a connection to Slate—for example, if you were invited to a special event, received free product, were compensated to create a post for Slate, or work for Slate—that connection must be clearly and plainly disclosed in your endorsement, product review, post, etc., so a customer will know the context of your statement. Endorsers include people and entities engaged by Slate directly, as well as through third parties (e.g., blogger affiliate networks).
Endorsers should always:
- Be honest and truthful in your opinions
- Use statements that reflect your actual experiences with the product or service
- Be accurate in any factual claims about a product or service (e.g., performance claims)
- Respect other parties’ intellectual property rights (e.g., do not post what you do not have rights to)
Endorsers should not be false or misleading to customers.
The required disclosure about your connection to Slate should be clear and obvious to your reader and comply with the Federal Trade Commission (“FTC”) Endorsement Guides. For example, you might say "Slate gave me X" or "I work for Slate" or “This is a paid post” in your post, or you might include a hashtag such as #ad, #advertisement, #brandambassador, #paid, #paidpartnership, or #sponsored. You can find helpful information on the Federal Trade Commission’s FAQ page, however a few examples are below:
- Do not use pop up disclosures
- When sharing a video, include the disclosure within the video post itself as an oral disclosure (in addition to any written disclosures in the description of the video) - this disclosure should come at the beginning of the video
- When posting on Instagram, disclose material connections before the "More" button in posts
- When posting on Snapchat or through Instagram Stories, superimpose the disclosure over the picture and ensure that viewers have enough time to notice and read the disclosure
- When endorsing a Product in a live stream, orally repeat the disclosure periodically so viewers who only join for part of the stream will hear the disclosure
- When posting on Twitter, disclose material connections in the text and not as a link to an external (non-Twitter) source
- In blog posts, disclose at the outset of any lengthy post, and in all instances, disclose “above the fold” before the reader is required to scroll
- You may leverage a platform’s disclosure tools, but do not rely solely on these tools - create your own disclosure hashtags and statements as well
- You may not use hashtag abbreviations for any disclosures, such as "#sp," "#spon," or "#collab", which may prevent customers from understanding that the content is sponsored
If you engage third parties who endorse Slate (e.g., advertising agencies and blogger networks), you are responsible for making sure the third parties understand their responsibilities and agree to these Guidelines for Endorsers before the engagement begins.
You are also responsible for monitoring the endorsements made by third parties you engage to be sure they appropriately inform customers of connections to Slate.
Do not email or spam anyone in connection with your endorsement. Unless expressly requested by Slate, you are not permitted to send any emails on Slate’s behalf.
Slate reserves the right to monitor your posts and require you to change your post content or delete a post in the event it does not comply with the requirements set forth herein. You may be asked to provide a report and screenshots of all published posts at any time.
We hope you will share your honest beliefs and experiences, and we look forward to hearing from you.