ThinkCritical.eu · Manipulation atlas
Sources and evidenceHidden advertising
A paid partnership presented as a personal recommendation or independent opinion, without a clear “ad” label.
We treat recommendations from people we follow almost like advice from a friend. If money, a free product or a commission from a discount code is behind them and nobody says so, it is advertising in disguise – and under EU rules it has to be clearly labelled.
A video on a parenting account: “We finally sleep! This night light changed our nights. Use my code BARA15 for 15% off – valid until midnight only.” Nowhere does it say the creator got the lamp for free and earns a commission on every sale.
How to spot it
- A discount code or a “link in bio” without the word ad – it usually earns the creator a commission.
- “This arrived in the post” or “we were sent this to try”, but no label for the partnership.
- An “independent comparison” in which the winner has the only shopping link.
- The label is hidden at the end among hashtags or behind “more”.
How to check and what to do
- Look right at the start for the word “ad”, “paid partnership” or the partnership label offered by the platform.
- Ask: What does the creator get from this – money, a product, a commission?
- Compare the price and reviews outside the post, in shops and from people who bought the item.
Tip: A labelled ad is fair. But it is still an ad – think the purchase over as you would with a flyer.
Full explanation and exercises:
thinkcritical.eu/en/manipulation-atlas/hidden-ad