Influencer marketing works because people trust people more than brands. That trust is also why Canadian rules on disclosure are strict. “Influencer marketing” draws about 720 searches a month in Canada at about US$14 per click, and brands of every size now budget for creators. This guide covers how to choose creators, what Canadian disclosure rules require, how to structure partnerships and how to measure real return.
The disclosure rules
Canada’s Competition Act prohibits false or misleading representations, and the Competition Bureau has published guidance that influencers must clearly disclose any material connection with a brand, including payment, free products, discounts, affiliate commissions or a family or employment relationship. Brands are responsible too: the Bureau expects businesses to have policies and to monitor what their influencers post. Ad Standards also publishes influencer disclosure guidelines widely used in Canada.
| Do | Avoid |
|---|---|
| Clear labels such as #ad or #sponsored at the start, plus the platform’s paid partnership tag | Disclosures hidden in a long list of hashtags or behind “more” |
| Spoken and on screen disclosure in videos | Disclosure only in the caption of a video ad |
| Honest, genuine opinions after real use | Scripted claims the influencer cannot support |
| Written disclosure requirements in every agreement | Assuming the creator knows the rules |
We plan and run Meta, LinkedIn and TikTok campaigns tracked to leads and sales.
Regulated products need extra care
- Prescription drug treatments, including Botox, cannot be promoted with results or testimonials, including by influencers.
- Health professionals’ colleges often restrict testimonials and endorsements.
- Alcohol, cannabis, financial products and gambling have their own advertising rules.
- Advertising to children has extra limits, and Quebec restricts commercial advertising directed at children under 13.
Choosing the right creators
- Audience fit: where their followers live, their ages and interests. Ask for audience data.
- Engagement quality: real comments and conversations, not just follower counts.
- Brand fit: past content, tone and values.
- Track record: previous brand work and results, if they share them.
- Micro creators: smaller creators often bring higher trust and engagement in local and niche markets.
What a creator agreement should cover
- Deliverables, formats, posting dates and approval steps.
- Disclosure requirements in plain terms.
- Usage rights: whether you can reuse the content in ads, and for how long.
- Exclusivity, if any.
- Payment, gifting and affiliate commission details.
- Claims the creator may and may not make.
Measuring influencer ROI
- Unique discount codes and tracked links per creator.
- Promoting the best creator posts as paid ads (Spark ads or partnership ads) and measuring them like any ad.
- Branded search and direct traffic during campaigns.
- Content value: the cost of producing equivalent content yourself.
Want creators found, contracted and managed with the rules built in? See our influencer marketing agency service, and read TikTok ads in Canada and healthcare advertising rules.
Frequently asked questions
Do influencers in Canada have to disclose sponsorships?
Yes. The Competition Bureau expects clear disclosure of any material connection, including payment, free products, discounts and affiliate commissions.
Is the brand responsible for influencer disclosures?
Yes. Brands are expected to set policies and monitor what their influencers post.
Where should the disclosure go?
Clearly at the start of the caption, with the platform's paid partnership tag, and spoken or shown on screen in videos.
Can influencers promote Botox?
Not with results or testimonials. Prescription drug promotion to the public is limited to name, price and quantity.
Are micro influencers worth it?
Often yes, especially for local and niche markets where trust and engagement matter more than reach.
What should an influencer contract include?
Deliverables, disclosure requirements, usage rights, exclusivity, payment and allowed claims.
How do I measure influencer marketing?
Unique codes, tracked links, paid amplification of top posts and branded search trends.
Can I reuse creator content in ads?
Only if the agreement grants usage rights for that purpose and period.
Are there rules about advertising to children?
Yes. Quebec restricts commercial advertising directed at children under 13, and other limits apply elsewhere.
Who publishes influencer disclosure guidelines in Canada?
The Competition Bureau publishes guidance, and Ad Standards publishes widely used disclosure guidelines.
