Are you properly disclosing partnerships on social media? As the rise of social media and brand partnerships continues, ethical disclosure is as crucial as ever.
Ethical disclosure is the process of being open and transparent when a brand is paying or gifting you to post about their products or services. Beyond being a legal requirement, it’s a cornerstone of professionalism and trust in the dietetics field.
Recent publications (although biased) have questioned dietitians’ integrity and whether they adequately disclosed brand partnerships on social media. While we can’t control the media’s narrative about dietitians, we can ensure we’re correctly disclosing partnerships.
Below you will learn what ethical disclosure is, why it matters, how to do it right, and common mistakes to avoid.
Whether you’re working with brands now or plan to in the future, this topic is essential to learn!
What is Ethical Disclosure?
Let’s start with the basics of ethical disclosure. Ethical disclosure is the practice of transparently communicating your relationships with brands to your audience, ensuring they understand any material connections that may influence your content.
Proper disclosure includes following guidelines set by the Federal Trade Commission (FTC).
For dietitians, this often involves disclosing partnerships with food and health brands, including sponsored posts, gifting campaigns, affiliate links, or other collaborations.
At its foundation, ethical disclosure isn’t just about following legal requirements; it’s about integrity. By openly sharing these relationships, you demonstrate honesty and professionalism. As healthcare professionals, this is a crucial core value we must uphold.
Why Ethical Disclosure is Essential for Dietitians
Why is ethical disclosure so necessary? There are many reasons! Dietitians are trusted healthcare professionals, and trust is a significant component of our influence.
Let’s go through three reasons disclosure is essential:
Maintaining Credibility
Your audience relies on your guidance to make informed decisions about their health. If they discover a lack of transparency, it can break trust and harm your reputation. Disclosing partnerships ensures your advice remains credible and unbiased.
Meeting Legal Standards
The FTC requires all influencers, including health professionals, to clearly and noticeably disclose partnerships.
Not following disclosure laws can lead to legal consequences, including hefty fines. Which none of us want, for obvious reasons!
Modeling Ethical Standards
Our governing bodies and profession hold dietitians to a high ethical standard. Ethical disclosure not only protects your personal brand but also upholds the integrity and reputation of the dietetics profession as a whole.
There are plenty of eyes on dietitians and health professionals in the social media space, and disclosing partnerships can prevent future issues from arising.
Types of Partnerships That Require Disclosure
Now that you know more about what disclosure is, let’s get into the types of partnerships that require disclosure.
As a good rule of thumb, whenever you have any type of material connection to a brand, you should disclose this relationship in your content. This means both paid and gifted relationships.
Here is a general list of partnerships that should be disclosed:
- Sponsored Posts: Content created in exchange for payment.
- Social media posts
- Blog posts
- Podcast episodes
- YouTube videos
- Email newsletter segments
- Free Products or Services: Even if you’re not paid, receiving free items (like food samples or supplements) requires disclosure.
- Affiliate Links and Codes: If you earn a commission when someone uses your link or code, it must be disclosed.
- This also applies to discount codes and other referral programs.
- Brand Ambassadorships: Partnerships where you represent a brand over time, whether paid or unpaid.
- Educational Events or Travel: Attending a brand-sponsored conference, event, or press trip requires transparency.
- Collaborative Webinars or Courses: When co-hosting or participating in educational events sponsored by a brand, it’s essential to inform your audience of the sponsorship.
- Social Media Giveaways: If a brand provides free products or incentives for a giveaway you’re hosting, this connection must be disclosed to participants.
- Media Appearances or Interviews: If your appearance on a podcast, TV segment, or interview is connected to a brand relationship (e.g., discussing their products), disclose the connection during the appearance.
So, you’re saying if a dietitian gets free product, they still need to disclose it?
Yes! The FTC guidelines say that gifted products must be disclosed, even if you aren’t getting paid to post the actual content. See below for the proper way to disclose gifted products.
In every context- social media, blogs, or live events- the golden rule is to ensure your audience never has to guess whether a brand relationship influences your content.
How to Properly Disclose Partnerships: What the FTC Says
As we mentioned above, the FTC creates guidelines around ethical disclosure on social media. Their website has several helpful articles that can help you navigate proper disclosure.
We highly recommend you follow their guidelines and speak with a business lawyer when in doubt or if any questions arise.
Here are a few FTC resources to get started:
- Disclosure 101 for Social Media Influencers
- Even if you don’t call yourself an “influencer”, rules still apply!
- FTC’s Endorsement Guides
- How to Make Effective Disclosures in Digital Advertising
Another great resource is this Today’s Dietitian article.
How to Properly Disclose Partnerships: Social Media
Social media is one of the most popular places for brand partnerships. Clear and visible disclosure is essential when sharing content on social media platforms.
Here’s how to do it effectively:
Use Clear Terms Early in Captions and Video
Begin captions with terms like “#ad” or “Sponsored by [Brand]” to immediately signal to your audience that the content involves a paid or material partnership. Avoid placing these terms at the end of the caption, where they may be overlooked or cut off.
When taking video content, the partnership should be verbally disclosed within the first few seconds of the video. It should be apparent to the person watching that the video is sponsored from the beginning.
Overlay Text on Visual Content
For Instagram Stories, Reels, TikTok videos, or YouTube content, add overlay text to state the partnership explicitly. For instance, you can use phrases like “Sponsored by [Brand]” or “Ad” prominently in the frame. Ensure the text is large enough to read and remains visible throughout the video.
Avoid Hiding Disclosures in Hashtags
While hashtags like #ad or #sponsored are effective, don’t rely solely on them, especially if buried in a long list of hashtags. The disclosure should stand out and be easily identifiable at a glance.
Use Platform-Specific Features
Platforms like Instagram offer tools to tag branded content as “Paid Partnership.” Utilize these features where available, as they add an extra layer of transparency.
How to Properly Disclose Partnerships: Blogs + Websites
Blogging is another popular place where RDs may work with brands.
Blog posts and website content often require disclosure, especially when incorporating affiliate links, brand collaborations, or sponsored posts.
Here’s how to properly disclose in blogs/your website:
Place Disclosures Prominently
Add a disclosure at the very beginning of the post to inform readers immediately. For example: “This post is sponsored by [Brand]. All opinions are my own.”
Similarly, include a note next to affiliate links, such as: “This link is an affiliate link, meaning I may earn a small commission at no extra cost to you.”
Create a Disclosure Page
Dedicate a page on your website to outline your approach to sponsored content, affiliate links, and partnerships. This page can act as a reference for transparency and reassure readers of your ethical practices.
Maintain Transparency Across Posts
Even if you’ve disclosed once, ensure all relevant content includes the necessary disclaimers, especially for recurring collaborations or evergreen blog posts.
How to Properly Disclose Partnerships: Live Events
Transparency isn’t limited to digital platforms; ethical disclosure is equally important during in-person or live events.
Verbally Disclose Relationships
If you’re discussing a product or brand during a webinar, live video, or public event, make a clear verbal disclosure. For example: “I’ve partnered with [Brand] to bring you this information,” or “This session is sponsored by [Brand].”
Add Disclaimers to Materials
For presentations or workshops, include a brief written disclosure in your slides, handouts, or other distributed materials. This can be as simple as: “Disclosure: This presentation is sponsored by [Brand].”
Be Transparent in Conversations
If asked about products you recommend during an event, clarify whether the recommendation is part of a partnership or sponsorship. For example, “I work with [Brand] as an ambassador, and I genuinely love their product for [specific reasons].”
Common Ethical Disclosure Mistakes to Avoid
Even with the best intentions, it’s easy to make mistakes when navigating ethical disclosure as a dietitian.
Let’s explore some of the most frequent mistakes dietitians should avoid:
- Using Vague or Confusing Terms: The FTC doesn’t allow vague or confusing terms such as “#spon” or “#sp” instead of #sponsor.
- Assuming “Smaller” Partnerships Don’t Count: Every partnership matters and requires adequate disclosure.
- Talking About a Product You’ve Never Tried: It is against FTC guidelines to speak about a product you’ve never tried.
- Forgetting to Update Old Content: If applicable, older posts that continue to generate traffic should also include disclosures.
Tips for Maintaining Ethical Standards
Maintaining ethical standards is essential for building trust and protecting your reputation as a dietitian. It’s about being transparent, consistent, and intentional in approaching brand collaborations.
Here are simple, practical tips to help you stay on track.
- Prioritize Your Audience: Choose partnerships with brands that align with your values and offer real benefits to your audience. For instance, when partnering with food or health companies, ensure the products meet evidence-based nutrition standards.
- Be Consistent Across Platforms: Your disclosure practices should be clear and consistent, whether on social media, blogs, or in-person events.
- Stay Educated on Guidelines: FTC rules and social media best practices evolve. Regularly review updates to stay compliant.
- Practice Self-Auditing: Periodically review your content to ensure disclosures are visible, clear, and honest.
Ethical Disclosure for Dietitians: The Takeaway
Ethical disclosure goes beyond following legal rules- it’s about protecting your reputation and building trust with your audience.
Brand partnerships offer great opportunities, such as expanding your reach, growing your influence, and earning additional income, but they require transparency to maintain credibility.
By clearly disclosing your partnerships, you show professionalism, build stronger connections with your audience, and create a solid foundation for long-term success.
Ready to get started collaborating with your favorite brands? We’re here to help! The RD Link is the only brand access network that connects registered dietitians with brands who want to work with them.
Create your FREE RD Link profile to begin connecting with brands today!