Do we need to include #ad in our posts?

Guidance on whether #ad is necessary or not on your posts shared through TAP.

#ad is often used by social media influencers to indicate the difference between an authentic post and a paid promotional post on their channels.

Through TAP's Content feature, staff members can work with ambassadors to create posts that can then be published to the institution's marketing channels, including social media. When a post is published, TAP includes a reference to the creator of the post in the caption which can be removed and/or edited.

In this way, the institution is promoting itself through its own marketing channels by working with a disperse group of representatives. This is different from a social media influencer who is promoting a brand on their personal social channels.

Whilst the post is created by an ambassador who may be remunerated for their work on TAP, the institution publishing those posts to their own channels acts as a separate action.

TAP believes that it is clear that the post is coming from the institution and, therefore, does not believe #ad is necessary. 

However, TAP cannot give customers legal advice so if you're uncertain about this, please seek independent advice.