If a brand has paid you, gifted you something to post about, or you share a code connected to it, then yes: your followers should be able to see that connection. Australia's advertising industry Code of Ethics expects it to be clear, obvious and upfront, and "#ad" at the start of your caption is one of the plainest ways to show it.
Disclosure isn't there to make a post feel less like you. It's part of why people trust what you recommend. Every woman who loves to move is welcome to apply to be an Ancarta Brand Rep, and we want you to succeed, so here is a plain guide to when to disclose, which words work, where they go and how to apply. It is general guidance, not legal advice.
When does a post need a disclosure?
When there is a connection your followers can't see. The Code of Ethics from the Australian Association of National Advertisers (AANA) says advertising must be clearly distinguishable as advertising. Its practice note explains that where an influencer or affiliate accepts money, products or services from a brand in exchange for promoting it, the relationship must be clear, obvious and upfront, and expressed in a way that is easy to understand.
A brand posting its own products on its own account usually doesn't need a label, because it's already obvious who is speaking. Your posts are different. They sit alongside everyday photos from friends, so a sponsored post can look just like a personal one unless you say so.
Gifts count too. The AANA's notes on the ACCC's influencer sweep say that when a brand gifts products, the disclosure of the gift should be upfront and obvious.
Which labels are clear enough?
The AANA practice note gives examples of labels that are easily understood:
- #ad
- Advert or Advertising
- Branded Content
- Paid Partnership or Paid Promotion
It also lists less clear labels: #sp, Spon, gifted, Affiliate, Collab, "thanks to…", or simply mentioning the brand's name. On their own, these may not be enough to make it clear that a post is advertising.
Avoid labels that say the opposite, too. The AANA notes that adding #notanad or #notspon to a post that should be disclosed is potentially misleading.
Where should the disclosure go?
Up front. The AANA's guidance is that disclosure should be upfront in the post or video, not hidden among everything else. In practice:
- In a caption, start with #ad, rather than tucking it in among the hashtags at the end.
- In a video, say it near the start, for example that the brand sent you the piece to try.
- On a platform with a paid-partnership label, that label is another clear option, and our terms name it alongside #ad.
A clear disclosure doesn't need to be awkward. One short line in your own voice at the start of the caption, such as "#ad, I'm an Ancarta Brand Rep", tells people what they need to know and leaves the rest of the caption to you.
Does a small account still need to disclose?
Yes, and it may matter even more. According to the AANA, the ACCC has looked at influencers of all sizes, not just big accounts. Where someone has a small, loyal following, the AANA notes that people may not realise they're seeing marketing, so the disclosure needs to be especially clear, upfront and obvious.
A close community that trusts you is valuable, and being open with it is how you keep that trust.
How does disclosure work for Ancarta Brand Reps?
Posting is always optional. If you share your personal code or post about Ancarta as a member, our Invitation & Community Terms ask you to clearly show your connection with us, for example with "#ad" at the start of the caption or the platform's paid-partnership label.
The terms also ask you to keep your posts honest, follow the rules of the platform you post on, and not make claims about our products that we haven't made. Being a Brand Rep doesn't make you an employee or let you speak on Ancarta's behalf, so your posts are always in your own voice.
If you live outside Australia, advertising rules differ from country to country, so check the guidance where you live too. Our guide to becoming a Brand Rep from outside Australia covers what else changes.
How do you apply to become an Ancarta Brand Rep?
Message @ancarta.co on Instagram, or email support@ancarta.co. A strong application includes:
- your Instagram handle, so we can see your world. Private accounts are fine; just accept our follow request if we send one.
- your name and where you are based
- a few lines about you and how you like to move
- why Ancarta feels like you
We review a limited number of applications each season, and we read every one personally. There is no fee to apply or to join. For more tips, read our guides to becoming an Ancarta Brand Rep and getting your Instagram ready to apply.
Some Brand Reps are invited directly, by Ruby on Instagram at @rubyancarta or by our brand account, @ancarta.co. A genuine invitation only ever comes from one of those two accounts, and Ancarta never asks for payment to join.
Frequently asked questions
Is "gifted" enough on its own?
It may not be. The AANA lists "gifted" among labels that may not be clear enough by themselves. Starting with #ad, then saying plainly what you were given, is clearer.
Can I put #ad at the end of my caption?
It's better at the start. Disclosure should be upfront, and our terms give "#ad" at the start of the caption as an example.
Do I have to post as an Ancarta Brand Rep?
No. Posting is always optional. If you do post about Ancarta as a member, show your connection clearly.
Do small accounts need to disclose?
Yes. The AANA notes that followers of a small, loyal account may not realise they're seeing marketing, so disclosure needs to be especially clear.
Is this legal advice?
No. It's a plain guide based on Australia's advertising industry code and our terms. Rules differ by country and platform, so check the guidance that applies to you.
Will every application be accepted?
We review a limited number of applications each season, so we can't say yes to every one. We read every application personally, and if it isn't the right moment yet, you're always welcome to apply again later.