Sponsored Streams and Canadian Viewers: Ad Standards and Competition Bureau Disclosure Rules

A lot of English-language streams have a sizeable Canadian audience, and some have a French-speaking one too. When a Canadian brand sponsors you, or a global brand runs a Canadian campaign through you, the contract may ask you to follow Canadian disclosure rules, not just the FTC's.

The Canadian rules cover the same ground as the US ones: if a brand gave you something, tell viewers. Two details differ enough to matter on stream. Canada spells out which hashtags are too vague to count, and it expects the disclosure in the same language as the content. This page covers who sets the rules, what counts as a connection, which labels work, and how to apply them to a live stream. The US side is in the FTC disclosure post, and the UK side is in the ASA and CMA post.

Two bodies: the law and the industry code

The Competition Bureau enforces the law. Its influencer page says the deceptive marketing provisions of the Competition Act "apply to anyone who is promoting a product, service, or any business interest. So, as an influencer, the Act applies to you."¹

Ad Standards is the advertising industry's self-regulatory body. It runs the Canadian Code of Advertising Standards and takes consumer complaints under it.² Its Influencer Marketing Disclosure Guidelines (updated Fall 2025) are the detailed, practical rulebook, and they're what most Canadian brands and agencies point to in a brief.²

The guidelines describe both layers. The Competition Bureau is "the primary government body responsible for enforcing laws about misleading marketing practices", and breaching the Competition Act "can result in civil or criminal action by the Competition Bureau".² On the industry side, leaving out a material connection "may be considered misleading advertising" under the Code.²

Both agree on the core point. The Competition Bureau says it's "misleading if you don't make it clear that your online content is actually an advertisement."¹

What counts as a "material connection"

Both bodies use the phrase "material connection". The Competition Bureau's list of things that can create one is short and broad:¹

• payment in money or commissions
• free products or services
• discounts
• free trips or tickets to events
• a personal or family relationship

Ad Standards' definition goes further and includes "contest and sweepstakes entries, and any employment relationship".² It also says the guidelines apply to all exchanges of value where a promotion is expected, whether that expectation is "explicit or implied".²

Some cases streamers ask about, from the guidelines' "Do I need to disclose?" table:²

• Gifted, no obligation to post. Disclose anyway. Viewers "may assess the review differently if they knew the product was gifted".² More on this in the gifted products post.
• You'd have streamed it anyway. Still disclose. "The viewer has the right to know that there is a material connection between the brand and the influencer, even if they would post about the brand without getting paid."²
• Going beyond the contract. If you mention the brand on a stream you weren't paid for, the same rule applies. The guidelines' advice is to "Check with the advertiser first."²
• A brand invited you to its event. If they didn't cover travel, "thanks to X brand for inviting me" or #InvitedGuest can be enough. If they did pay for travel or a hotel, the guidelines say "the disclosure needs to be clear."²

The label: which words work

Ad Standards lists hashtags it calls "clear and widely accepted": "#ad, #sponsored, #XYZAmbassador, #XYZPartner (where “XYZ” is the brand name), #Gifted" (for gifts with no obligation to post) and "#InvitedGuest".² Of those, it calls #ad, "used on its own and not combined with other words", "the gold standard".²

It's just as specific about what doesn't work. Its examples of ambiguous phrases: "#Ambassador, #Partner, #Spon, #PR, #Promo, #PRHaul, #Brand, #Collab."² Note the difference between #Partner on its own (ambiguous) and #XYZPartner with the brand name (accepted). Three other habits fall short too:

• Merging the label into a brand hashtag. The guidelines' example is "#coolstyllead". There's "a good chance that viewers will not notice" the "ad" at the end.²
• "Thanks, [Brand]." A thank-you "does not necessarily communicate that the endorser received something for free".² "Thanks XYZ for the free product" works, provided you weren't also paid.²
• Just tagging the brand, or posting a code. The Competition Bureau says "Linking to or tagging a brand, posting a discount code, or linking to an affiliate webpage is unlikely to be enough."¹

Hashtags aren't required. Ad Standards says "Recommended hashtags are not mandatory; clearly written communication may suffice."² On a stream, plain words usually beat hashtags anyway.

Say it in the language you stream in

This is the rule US streamers are least likely to know. Ad Standards says the connection "should be disclosed in whatever language or languages the endorsement is made". It adds: "If the content and captions are in French, disclosures should be made in French."²

If you stream in French, or switch to French for a Quebec sponsor's segment, the disclosure goes in French too. Ad Standards publishes a French edition of the guidelines, and it lists its own accepted French hashtags: "#pub, #commandite, #XYZ_ambassadeur, #XYZ_partenaire", plus "#Cadeau" for gifts and "#Invité" for event invitations.³ It calls "#Pub", used on its own, the "norme de référence" (the gold standard).³ Its French list of ambiguous tags includes "#Partenaire, #Comm, #RP, #Promo".³ On stream, saying the French equivalent out loud and putting "Pub" or "Commandité par [Brand]" on screen follows the same logic as the English version. If you stream in both languages, say it in both.

What that looks like on a stream

The Ad Standards guidelines don't have a section on live streams. The closest is the section on video, which the guidelines apply to YouTube, TikTok, Instagram and Facebook videos.² It says:

• "Disclose prominently at the beginning of a video because there is no guarantee that viewers will read, hear or see a message otherwise."²
• "For longer videos, having multiple disclosures throughout the video is most effective."²
• "Disclosure in a video in audio or on screen is considered sufficient."² Elsewhere it adds that "Some mediums may require both visual and audio disclosures", with videos that often play without sound as the example.²
• "Disclosure only in a caption accompanying a video is not sufficient."²
• For video posts, disclosure "should appear at the beginning of the video and be verbally mentioned or displayed visually in the video itself (within the first 30 seconds)."²

The Competition Bureau says much the same in fewer words: "Certain content may require both audio and visual disclosures."¹

A stream is a very long video that people join partway through. Here's how we'd apply those points to one. These are our reading of the guidance, not quotes:

• Spoken disclosure at the start of each sponsored segment. "This segment is paid for by [Brand]." Say it when the read starts. For a fully sponsored stream, say it in the first minute too.
• An on-screen label for the whole segment. Viewers who arrive mid-stream won't hear the opening line, and some watch muted. A persistent "Ad" or "Sponsored by [Brand]" overlay covers both. Keep it readable: the guidelines say disclosures in overlays "that are too small or faint" could be "considered hidden".²
• Repeat it. The guidelines don't give a repeat interval for long videos, only that several disclosures are "most effective". Repeating the spoken line after breaks and at each new read is a reasonable default.
• Use the platform's tool, and don't rely on it alone. Ad Standards recommends the platform's paid-partnership tool where there is one. It also says "it remains the influencer's responsibility to ensure that the tool provides such prominent, clear and effective disclosure", and if in doubt, add your own.² The platform-specific steps are in the Kick and YouTube Live posts.
• Not only in the bio or panels. A standing "some streams are sponsored" line in your About section is a blanket disclosure, which Ad Standards says falls "below the recommended standards".²
• Chat commands and links. A !code command is fine, but put a disclosure with it. The guidelines say the disclosure should come "before a URL (clickable or non-clickable)".²
• VODs and clips keep it. A clip cut from the sponsored segment can be watched on its own, so it needs its own label. See cutting a sponsored stream into Shorts.

Affiliate links and codes

If you earn a commission or credit from a link or code, that's a material connection too. Ad Standards suggests "#affiliate, #AffiliateLink or #CommissionEarned", or a sentence like "Each time you make a purchase through a link that I provide, I receive a commission."² It says "Having disclosure in your bio only is not sufficient."² The affiliate vs. flat fee post covers how those deals are usually structured.

Younger audiences

If your audience skews young, Ad Standards sets a higher bar. It calls children "a special audience" and says disclosure for them "should be attention-grabbing, intrusive and properly explained using age-appropriate language."² If a sponsor's product is aimed at kids, agree the disclosure format with them before the stream.

What changes if you're a US streamer

Most of what you already do for the FTC carries over. The differences that come up most:

	FTC (US)	Ad Standards / Competition Bureau (Canada)
Vague tags	"spon" and "collab" called out as too vague; see the FTC post	Longer named list: #Spon, #Collab, #Partner, #Ambassador, #PR, #Promo and more
"Sponsored" as the label	Fine	Fine; #ad on its own is the "gold standard"
Language	Same language as the stream	Same language as the content; Ad Standards lists French hashtags (#pub, #commandite)
Platform toggle alone	Not a substitute for your own disclosure	May be enough if clear; add your own if in doubt

A spoken "This segment is paid for by [Brand]" plus an on-screen label works in both countries. For a French-language stream, translate both.

Whether Canadian law applies to you as a US-based creator depends on your situation, and this page can't answer that for you. Two practical points:

• The contract may decide it for you. Ad Standards says "The onus for mandatory disclosure compliance is on all parties involved", including "any agency, PR firm or company responsible for facilitating the sponsorship".² Canadian brands and agencies often write the guidelines into the brief. Read the disclosure section of the contract and the brief before you agree the label.
• Some products have extra rules. The guidelines say they "do not replace or supersede regulatory requirements on influencer marketing that exist in certain sectors."² If a betting, alcohol or health brand approaches you about Canadian viewers, the label is only the start. Check the red flags before you say yes.

Honest reviews still apply

Disclosure isn't the only rule. The Competition Bureau also says to "base any reviews and testimonials on actual experience" and "Don't make broad claims about a product's performance."¹ Ad Standards' Code requires testimonials to "reflect genuine and current opinions".² If a brief asks you to say something you haven't experienced, see what to do when you don't like the product.

FAQ

Do Canadian disclosure rules apply to streamers?
The Competition Bureau says the Competition Act's deceptive marketing provisions apply to anyone promoting a product, service or business interest, including influencers. Ad Standards' Influencer Marketing Disclosure Guidelines apply to anyone involved in influencer marketing. Whether Canadian law applies to a creator based outside Canada depends on the situation; this page isn't legal advice.

Is #sponsored acceptable in Canada?
Yes. Ad Standards lists #ad and #sponsored among the clear and widely accepted hashtags, and calls #ad on its own the gold standard. It lists #Spon, #Partner, #Collab, #PR and #Promo as ambiguous. In French, its accepted hashtags include #pub and #commandite.

Do I need to disclose in French?
If the content is in French, yes. Ad Standards says disclosures should be made in whatever language the endorsement is made, and gives French content as the example. If you stream in both languages, disclose in both.

Where should the disclosure go on a live stream?
Ad Standards has no live-stream section, but its video guidance says to disclose at the beginning, use several disclosures in longer videos, and not rely on a caption alone. On a stream that means a spoken disclosure at the start of each sponsored segment, an on-screen label for viewers who join late or watch muted, and repeating it during long segments.

Is a discount code or a brand tag enough?
No. The Competition Bureau says tagging a brand, posting a discount code or linking to an affiliate page is unlikely to be enough. Add a clear disclosure alongside the code.