Paid, Social & Influencer Compliance

STAY CONNECTED ABOUT US

Oct 1, 2026 

By design, What Happens When’s brand stays clear of both protected health information and political content. The creative brief keeps us at the level of stories about what better care looks like and makes possible in people’s lives. If content or copy raises a question about too much detail regarding someone’s health condition or treatment, or of being flagged as political, it has drifted from the brief. 

The guidelines below detail how to steer clear of potential conflicts, but we can be confident about our content strategy. In general, every paid, social and influencer asset must:

• Carry a clear ad disclosure for influencer collabs.
• Run under Akeso Network LLC for paid social.
• Avoid language that suggests guaranteed health outcomes (i.e. treatments, cures)
• Avoid language that implies scripted content is a reenactment of or is endorsed by the real people or programs featured in documentary (unless otherwise directed).
• Steer clear of language likely to trigger Meta’s political-ad category.

1. Influencer and paid-partnership disclosures (FTC)

• Use #Ad and #Partner. Any creator with a material connection to us (payment, free product, other perks) must disclose it. The FTC holds both the brand and the creator responsible.
• Pair #Partner with #Ad, never alone. FTC staff have said many consumers won’t read “#partner” as meaning a post is sponsored.
• Make it hard to miss. Put #Ad at the start of the caption. Not at the end of a hashtag string.
• Also turn on the platform’s paid-partnership label, including TikTok’s Branded Content toggle and Meta’s Partnership Label, each used alongside #Ad and #Partner in the caption. The FTC warns a built-in tool may not be enough by itself, so keep the hashtag too.
• Put it in the contract. Influencer agreements should require these disclosures and compliance with the FTC Endorsement Guides.
• Document it. Create a shared folder where a screenshot of each influencer’s published post (TikTok and Meta) gets logged, dated, stored to show the disclosure as it appears.

2. “Paid for by” disclaimer

• Set the “Paid for by” / funding entity to Akeso Network LLC in Meta and every other ad platform account we run.
• Why it matters: Meta requires an authorization process and a “paid for by” disclaimer on any ad it classifies as social issues, elections or politics. Having the entity set up front avoids delays if an ad is classified that way, but our intention is for content to not qualify as electoral or political.
• Election Timing risk: Meta blocks new political and social-issue ads in the final week before the Nov 3, 2026 election (roughly Oct 27 onward). Ads that already had an impression can keep running. Any new creative that gets flagged late can’t launch, so get approvals in now.

3. Health privacy (HIPAA)

Generally, we have no HIPAA concerns given the brand’s focus: we do not and will not collect protected health information (PHI) through the website. This also would apply to forms, quizzes, sign-ups to ensure tracking pixels do not capture condition or treatment details. 

4. Creative content guidelines

• No guaranteed outcomes. Never promise that treatment X will lead to result Y. If a result is shown or claim made, we must back it with evidence from studies (i.e. ACCURE trial).
• “Inspired by” real stories. Describe scripted stories only as inspired by real stories.
• No reenactment claims. Do not suggest the content is a reenactment or dramatization of real people connected to ACCURE, Cone Health or similar.
• No implied Cone Health endorsement. No logos, names, or wording like “approved by” or “in partnership with” unless Cone Health directs otherwise in writing.
• Note scripted content: where actors portray patients, add a simple note that the stories are scripted, so viewers don’t read them as real patient testimonials.

5. Keywords to avoid so ads aren’t flagged as “political”

In general, we should approach and launch social ads as nonpolitical. As a “content studio,” we are registering in the area of arts & entertainment. 

That said, Meta’s “social issues” category includes health topics, so health-adjacent copy is at higher risk of getting flagged for being political even if we clearly are not. Meta doesn’t publish a keyword list, and review looks at text, images and landing pages. The examples below are illustrative, not official. 

Again, if we’re getting into any of these words, we’ve gone too far for the brand. Prefer neutral, service-focused wording such as “resources,” “support” and “care options.” If an ad is flagged anyway, complete Meta’s authorization rather than rewording around the review.

Sources: Meta: 2026 US midterms · FTC: staff letters on influencer disclosures · Nonprofit guide to Meta political ads · Summary of the 2023 FTC Endorsement Guides