Yes, there are legal requirements for influencers to disclose paid partnerships.  In the UK, the Competition and Markets Authority (CMA) provides guidance on how content creators should label commercial content to comply with consumer protection law.  This includes disclosing direct business connections with a brand and ensuring that advertisements are upfront and prominent.

Similarly, in the US, the Federal Trade Commission (FTC) requires influencers to disclose any material connection they have with a brand when promoting its products or services.  This includes compensation or free products received from the brand.  The FTC guidelines stipulate that influencers must make it clear if their post, video or statement is in a material partnership with the product owner.

These regulations are in place to ensure transparency and prevent misleading advertising practices. Influencers must label their content appropriately as an advertisement or sponsored content to avoid breaching consumer protection laws.

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