Not Falling for It · Mission 3 of 7

Influencers and hidden ads

How to tell when your favourite creator recommends something because they believe in it and when they're being rewarded – and why they have to say so clearly.

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New headphones

Ella (12) watches YouTuber Nela every day. Nela is funny and feels like an older friend. In her new video she excitedly shows off some headphones:

“These are honestly the best ones I've ever had! With my code NELA20 you get a discount.”

Ella immediately wants them for her birthday. They cost €100. But Nela didn't say in the video that the manufacturer gave her the headphones for free and that she gets money from every purchase made with her code. The small word “collaboration” only appears in the description under the video – after you tap “more”.

Is it a recommendation from a friend, or an ad?

Ads are fine. Hidden ads aren't

YouTubers, streamers and other creators often make their living from advertising. Companies pay them, send them free stuff or give them a share of every purchase made with their discount code. That's normal work.

The problem is when an ad looks like an ordinary tip from a friend. Under EU consumer law, passing off paid advertising as ordinary content without making clear that it's an ad is always an unfair practice. The European Commission explains that it's not only paid collaborations that have to be labelled, but also free products or services and commission from a discount code or link. And the authorities don't accept labels that make you scroll down or tap “more”.

But these rules are often ignored. The European Commission and consumer authorities from 22 EU countries, plus Norway and Iceland, checked posts by 576 influencers. 97% of them had published ads, but only 20% consistently labelled them as advertising. The results were published in February 2024.

Game: Where's the hidden ad? · Message 1 of 3

Read the description under the video. Tap the parts that hide an ad or put pressure on you. One description is honest, though.

Description under a video by streamer Max

I wear these trainers literally every day 😍 With my code MAX15 you get 15% off! Only until midnight! #style #shoes #collab

Marked: 0 · After the discussion, click the places the class agrees on. Then show the analysis.

Game: Where's the hidden ad? · Message 2 of 3

Read the description under the video. Tap the parts that hide an ad or put pressure on you. One description is honest, though.

Description under a video by YouTuber Nela

My package from the manufacturer has arrived! 🎁 With this gaming mouse I play 50% better. Over 3,000 people in the comments say it's the best.

Marked: 0 · After the discussion, click the places the class agrees on. Then show the analysis.

Game: Where's the hidden ad? · Message 3 of 3

Read the description under the video. Tap the parts that hide an ad or put pressure on you. One description is honest, though.

Description under a video by reviewer Adam

AD: paid collaboration with the manufacturer. They sent me the headphones for free and I was paid for this video. I like the sound and the comfort. I don't like the short cable and the high price.

Marked: 0 · After the discussion, click the places the class agrees on. Then show the analysis.

How to spot an ad

A label: “ad”, “paid partnership”, “#ad” or a label the platform itself offers for this – in the EU, the big platforms have to give creators a way to mark posts as ads. It should be visible straight away, not only at the end.
A discount code or link in the description: the creator earns commission on purchases made through it.
“They sent me this”, “I was given this”: a free product is a reward too.
Excitement without a single “but”: no product is perfect.

An ad that's honestly labelled is fine. You know where you stand, and the decision is yours.

Before you buy something because of a video, ask: What does this person get out of it? And find reviews from people who weren't paid for them too.

Find out more about the “Hidden ad” trick in the Manipulation atlas.

Game: Is it an ad? · 1 of 6

Read the situation and decide: is it an ad the creator has to label, or not?

A company paid a streamer to play its new game for an hour.