What to Do When an Influencer Hides Disclosure Behind a “More” Link

Influencer marketing has become a cornerstone for many e-commerce brands, especially in regulated categories such as hemp/CBD and health-adjacent products. Platforms like Meta and Google provide tremendous reach, but also require strict adherence to advertising guidelines to maintain transparency with consumers. One recurring issue brands face is when an influencer hides required disclosures behind a "more" link, creating a placement violation that can lead to regulatory scrutiny and damage to brand reputation.

In this comprehensive guide, we’ll cover why brand responsibility matters, the Federal Trade Commission’s (FTC) expectations for influencer disclosures, the difference between approved and prohibited language, limits on health product claims, and how industry leaders like Tomoson and Joy Organics manage these challenges effectively.

Understanding the Issue: Placement Violation from Hidden Disclosures

The FTC requires influencers to clearly disclose any paid partnerships or material connections to brands upfront and in a way that consumers can easily notice. Hiding disclosures behind a "more" link or requiring users to expand text creates a placement violation, making the disclosure less prominent and potentially misleading.

For example, consider an influencer post promoting third-party testing a hemp-based product where the #ad disclosure only appears after the user clicks “see more.” This undermines the spirit of the FTC’s guidelines which emphasize clarity and honesty.

Why Does This Matter for Brands?

Legal risk: The FTC actively monitors social media posts. Non-compliance can trigger warning letters or fines. Brand trust: Consumers expect transparency from influencers. Hidden disclosures erode credibility. Platform penalties: Platforms like Meta and Google increasingly penalize posts that violate advertising policies.

Brand Responsibility: Training, Monitoring & Enforcement

While influencers create the content, brands retain responsibility for ensuring compliance, especially in regulated categories like CBD and health products. This includes providing FTC training and consistent monitoring of influencer content.

1. FTC Training Expectations

Brands should educate all creators on the nuances of disclosure. This involves:

Clarifying what constitutes a material connection. Explaining prohibited tactics like hiding disclosures behind a “more” link. Providing concrete examples of compliant disclosures.

Tomoson, a leader in influencer marketing platforms, offers training resources and compliant disclosure templates for brands working with creators to prevent placement violations upfront.

2. Proactive Content Monitoring

Brands must actively review influencer posts for proper disclosure placement and language. Using digital media monitoring tools integrated with Meta and Google platforms helps identify non-compliant posts quickly.

For example, Joy Organics, a vendor in the hemp CBD space, supplements manual reviews with platform insights to monitor sponsored posts, ensuring disclosures are prominently placed and visible without needing Learn here additional clicks.

3. Enforcement: Edit Requests and Repost Requirement

When a hidden disclosure is detected, brands should issue an immediate edit request to the influencer:

Explain the issue clearly, referencing FTC guidelines. Request the disclosure be moved so it appears upfront and not behind "more." If edits are not possible (e.g., Meta doesn't allow editing certain posts), require a repost of compliant content.

Consistent enforcement illustrates the brand’s commitment to compliance and reduces risk exposure.

Approved vs. Prohibited Language: What Can Influencers Say?

Beyond placement, the language used in influencer posts—particularly around health claims—is heavily regulated. The FTC and FDA scrutinize ambiguous or unsubstantiated claims in the hemp/CBD and health product categories.

Approved Language Examples

“Supports overall wellness” “Helps promote relaxation” (with substantiation) “Proud partner of [brand]”

Prohibited Language Examples

“Cures anxiety” “FDA approved” (unless verified) "Treats, mitigates, or prevents disease"

Brands like Joy Organics maintain lists of approved and prohibited language and provide them to creators upfront, reducing guesswork and placement violations.

Health Product Claim Limits: Staying Within the Legal Boundaries

The FTC and FDA restrict health-related claims unless substantiated by robust scientific evidence. For hemp and CBD products, this means avoiding disease treatment or prevention claims.

Influencers must also avoid implying medical endorsements unless explicitly authorized, and disclosures should never be obscured by "more" links or any other tactic that diminishes transparency.

Claim Type Allowed? Notes General wellness support Yes Must be truthful and substantiated Disease treatment/prevention No Prohibited by FDA and FTC FDA approval statements No (unless verified) Misleading unless FDA approval is confirmed

How to Prevent Placement Violations in Your Influencer Program

Implementing a robust influencer compliance program minimizes risks and simplifies management:

Clear Briefs: Provide explicit instructions that disclosures must be visible without user action such as clicking “more.” Include examples and link to FTC guidelines. Training Sessions: Host mandatory FTC compliance sessions for all influencers, leveraging resources from platforms like Tomoson. Real-Time Monitoring Tools: Use Meta’s Ads Manager and third-party tools to monitor posts. Approved Language Lists: Supply and enforce lists to control what claims influencers are allowed to make. Fast Edit Requests: Create a standardized workflow for issuing and tracking edit requests or repost requirements.

Summary: The Brand’s Role in Ensuring Transparent Influencer Disclosures

When an influencer hides disclosures behind a “more” link, that constitutes a placement violation putting the brand at risk. Both the FTC and popular platforms require clear and upfront disclosures. Brands, especially those dealing in hemp/CBD or health products, must take ownership by providing comprehensive FTC training, establishing clear language guidelines, and actively monitoring influencer content.

If a placement violation is identified, issuing an immediate edit request or requiring a repost is critical to maintaining compliance. Industry leaders like Tomoson and Joy Organics demonstrate that a proactive approach reduces legal risk, enhances trust, and fosters long-term influencer partnerships.

By prioritizing transparency and compliance today, brands will not only avoid costly penalties but will also build a more authentic connection with their customers—an essential advantage in today’s digital marketplace.