Mention discounts and free products or services
Posted: Sun Apr 06, 2025 8:11 am
Voluntary affiliation
The new rules are not law. YouTubers can voluntarily join them. They can register at Desocialcode.nl to be placed on a kind of whitelist. Of course, the YouTuber must then adhere to the four rules. They are also required to announce for the first time that they will adhere to the Social Code from that date.
There are hardly any consequences for non-compliance. Those who have joined may be checked. If the expressions do not comply with the code, the YouTuber may be addressed. That is all.
The code may still be adjusted so that those who have joined but consistently do not comply with the code will still be removed from the list.
Relationship to other laws and regulations
The Social Media Advertising Code (RSM) is self-regulation (part of the Dutch Advertising Code) that was created in 2014. The RSM is based on the law and is actually an even more specific implementation of it, with recommendations on how influencers, YouTubers, bloggers and content creators can adhere to the rules. They are actually rules and agreements with advertisers. Initially, only advertisers who fall under organizations that are affiliated with the Advertising Code Foundation are bound by these rules. However, a complaint can be filed against any advertiser. These complaints can also be addressed directly to the influencer himself.
The rules of the Social Code are additional, but not really new. The purpose of the Social Code is to ensure that there is sufficient transparency about advertising, collaborations, free products or services, discounts and also about products and services that the YouTuber has paid for.
This transparency is already mandatory under the law and the Social Media Advertising Code. So it doesn't change anything. Sometimes it wasn't clear enough when this transparency obligation was met.
In addition, for many consumers, including children, it was simply not clear when there was paid-for content, when products were received for free or when the YouTuber himself had paid for it. The Social Code changes that somewhat, by now making very clear agreements about how the mention should look.
youtuber smartphone
These are the four rules
The starting point is simply transparency. The four rules prescribe quite precisely how you are sufficiently transparent in which situation. Deviation from this is not allowed.
1. Mention paid advertising for brand X
If a YouTuber is promoting a brand, product or service, they must mention it in the following ways:
Either before the video, 3 seconds of full-screen text (for example: This video was created in collaboration with brand [X].) Or verbally state in the video that it is an advertisement.
And in addition, the following text must be placed at the bottom of the description of the video: This video contains a paid collaboration with [BRAND NAME]. This listing is part of the Social Code: YouTube. For more information, go to https://desocialcode.nl.
2. Mention paid advertising for a non-profit
Charities also pay influencers to gain attention. This statement must be used for 'recognized charities' or 'non-commercial organizations'. The CBF has a list of recognized charities and the tax authorities maintain a list of ANBIs. They all fall under the term 'charity'. Non-commercial organizations also include all government agencies. YouTubers can therefore check for themselves whether a client falls into this category. Otherwise, they fall under the commercial expression of rule 1.
In the case of a paid collaboration with a charity, the following information is mandatory:
Either before the video, 3 seconds of full-screen text (for example: Organization [X] has asked me to … .). Or verbally state in the video that it is an advertisement.
In addition, the following text must be placed at the bottom of the video description: This video contains a collaboration with [ORGANIZATION NAME]. This listing is part of the Social Code: YouTube. For more information, go to https://desocialcode.nl.
This concerns everything a YouTuber received for free, was allowed to buy with a special discount or when a YouTuber received a service for free or with a discount or was allowed to do something. Press trips also fall under this. Regular sales of a store obviously do not.
Here it is only mandatory to place a text at the very bottom of the video description:
Or: This video contains a received product/service. This listing is part of the Social Code: YouTube. For more telegram data information, go to https://desocialcode.nl.
Or: This video contains a purchased product/service with a discount. This listing is part of the Social Code: YouTube. For more information, go to https://desocialcode.nl.
4. Mention when something was purchased by yourself
It may seem excessive to mention when a YouTuber has paid for something themselves. However, it is not a bad idea. Because it is not always easy to see from the content itself and many viewers then start speculating, this rule provides extra transparency and prevents negativity.
The following text must be placed at the very bottom of the video description: This video does not contain any paid collaboration or received products. This listing is part of the Social Code: YouTube. For more information about these guidelines, go to https://desocialcode.nl.
The Future: Instagram
The Social Code: YouTube will be evaluated in a while and adjusted if necessary. In any case, the goal is to have as many YouTubers as possible join.
In addition, the intention is to also develop Social Codes for the other platforms. After all, they each have their own possibilities and limitations. Instagram is the next platform for which a Social Code will be created.
The new rules are not law. YouTubers can voluntarily join them. They can register at Desocialcode.nl to be placed on a kind of whitelist. Of course, the YouTuber must then adhere to the four rules. They are also required to announce for the first time that they will adhere to the Social Code from that date.
There are hardly any consequences for non-compliance. Those who have joined may be checked. If the expressions do not comply with the code, the YouTuber may be addressed. That is all.
The code may still be adjusted so that those who have joined but consistently do not comply with the code will still be removed from the list.
Relationship to other laws and regulations
The Social Media Advertising Code (RSM) is self-regulation (part of the Dutch Advertising Code) that was created in 2014. The RSM is based on the law and is actually an even more specific implementation of it, with recommendations on how influencers, YouTubers, bloggers and content creators can adhere to the rules. They are actually rules and agreements with advertisers. Initially, only advertisers who fall under organizations that are affiliated with the Advertising Code Foundation are bound by these rules. However, a complaint can be filed against any advertiser. These complaints can also be addressed directly to the influencer himself.
The rules of the Social Code are additional, but not really new. The purpose of the Social Code is to ensure that there is sufficient transparency about advertising, collaborations, free products or services, discounts and also about products and services that the YouTuber has paid for.
This transparency is already mandatory under the law and the Social Media Advertising Code. So it doesn't change anything. Sometimes it wasn't clear enough when this transparency obligation was met.
In addition, for many consumers, including children, it was simply not clear when there was paid-for content, when products were received for free or when the YouTuber himself had paid for it. The Social Code changes that somewhat, by now making very clear agreements about how the mention should look.
youtuber smartphone
These are the four rules
The starting point is simply transparency. The four rules prescribe quite precisely how you are sufficiently transparent in which situation. Deviation from this is not allowed.
1. Mention paid advertising for brand X
If a YouTuber is promoting a brand, product or service, they must mention it in the following ways:
Either before the video, 3 seconds of full-screen text (for example: This video was created in collaboration with brand [X].) Or verbally state in the video that it is an advertisement.
And in addition, the following text must be placed at the bottom of the description of the video: This video contains a paid collaboration with [BRAND NAME]. This listing is part of the Social Code: YouTube. For more information, go to https://desocialcode.nl.
2. Mention paid advertising for a non-profit
Charities also pay influencers to gain attention. This statement must be used for 'recognized charities' or 'non-commercial organizations'. The CBF has a list of recognized charities and the tax authorities maintain a list of ANBIs. They all fall under the term 'charity'. Non-commercial organizations also include all government agencies. YouTubers can therefore check for themselves whether a client falls into this category. Otherwise, they fall under the commercial expression of rule 1.
In the case of a paid collaboration with a charity, the following information is mandatory:
Either before the video, 3 seconds of full-screen text (for example: Organization [X] has asked me to … .). Or verbally state in the video that it is an advertisement.
In addition, the following text must be placed at the bottom of the video description: This video contains a collaboration with [ORGANIZATION NAME]. This listing is part of the Social Code: YouTube. For more information, go to https://desocialcode.nl.
This concerns everything a YouTuber received for free, was allowed to buy with a special discount or when a YouTuber received a service for free or with a discount or was allowed to do something. Press trips also fall under this. Regular sales of a store obviously do not.
Here it is only mandatory to place a text at the very bottom of the video description:
Or: This video contains a received product/service. This listing is part of the Social Code: YouTube. For more telegram data information, go to https://desocialcode.nl.
Or: This video contains a purchased product/service with a discount. This listing is part of the Social Code: YouTube. For more information, go to https://desocialcode.nl.
4. Mention when something was purchased by yourself
It may seem excessive to mention when a YouTuber has paid for something themselves. However, it is not a bad idea. Because it is not always easy to see from the content itself and many viewers then start speculating, this rule provides extra transparency and prevents negativity.
The following text must be placed at the very bottom of the video description: This video does not contain any paid collaboration or received products. This listing is part of the Social Code: YouTube. For more information about these guidelines, go to https://desocialcode.nl.
The Future: Instagram
The Social Code: YouTube will be evaluated in a while and adjusted if necessary. In any case, the goal is to have as many YouTubers as possible join.
In addition, the intention is to also develop Social Codes for the other platforms. After all, they each have their own possibilities and limitations. Instagram is the next platform for which a Social Code will be created.