Creator content rules.
What every sponsored post made through Synthicate must and mustn’t do.
Effective date: [EFFECTIVE DATE]
1. Who these are for
Studios that make sponsored posts through Synthicate, and brands that brief them. Every product pack starts with these rules, and the ones every pack carries can’t be removed.
2. Every creator is labelled AI
- Synthicate labels every creator AI, on every card, page and offer. It isn’t a setting.
- The creator’s public profiles say it’s AI-generated, and the platform’s own AI label is on. The studio confirms both for each account every 30 days; a creator whose confirmation lapses is hidden from brands until it’s renewed.
- A creator is never modelled on a real, identifiable person, even one who agrees, and never passes itself off as a person.
3. Three labels on every sponsored post
From the moment it goes up, every sponsored post carries:
- #ad or the platform’s paid-partnership label, up front
- The platform’s AI-generated label switched on
- “AI-generated” on screen in the video, for its first 3 seconds
The studio ticks all three when it sends the live link, and the brand sees the ticks. A false tick breaks the terms of service.
4. No first-hand claims
A creator that doesn’t exist can’t have used anything. So a post never says or shows:
- First-hand use, results or before-and-after (“I’ve been using this…”)
- A personal result: “my skin”, “works for me”, “changed my life”
- A professional’s voice or advice it can’t have: “as a dermatologist”, “my nutritionist told me”
- A paid post passed off as independent: “honest review”, “not sponsored”
The brief checker reads each brief as it’s typed. A brief with one of those lines can’t go out until it’s rewritten, and it warns about health claims and guarantees (“clinically proven”, “guaranteed results”). It catches patterns, not every wording: a brief it passes is still the brand’s responsibility.
What works instead: show the product, demonstrate it, describe what it’s for in the brand’s approved words. “She shows how the serum fits into a night routine”, not “she’s been using it for weeks”.
5. The product as it is
Every post is made against one locked version of the product pack, and shows the product as it’s sold. Every brief also says never to show:
- A changed colour, or a warped or redrawn logo
- Anyone who looks under 18
And the voice is always the creator’s usual voice, never a real person’s.
6. Each category’s rules
A pack in these categories starts with their rules too, after the ones above.
| Category | Must | Never |
|---|---|---|
| Skincare and cosmetics | Product in frame for 3 s or more, label to camera | “Clinically proven” unless the brand supplies the evidence; change the pack colours or the logo |
| Fashion and accessories | Colours true to the reference photos | Invent sizes, fabrics or prices |
| Food and drink (no alcohol) | Show the pack as sold | Health claims not on the label; aim the post at children |
| Tech and gadgets | Real screens and real features only | Invent specs, battery life or benchmark numbers |
| Home and living | True scale next to everyday objects | Show it bigger or smaller than it is |
| Apps and games | Real app or game footage | Fake gameplay, fake payouts or fake reviews |
| Travel and experiences | Real photos of the place or service | Claim the creator went there |
| Pets | Show the product as sold | Health claims for pets |
| Fitness gear (not supplements) | Show the gear in use | Body-transformation claims |
7. Blocked categories
These can’t be picked for a pack at all.
| Category | Why |
|---|---|
| Therapeutic goods: supplements, sunscreen, medicines | Australia bans paid testimonials for therapeutic goods outright. |
| Alcohol | Needs 25+ looks, a 75%+ adult audience and age-gated posts (ABAC). |
| Gambling and betting | Separate state rules and platform bans. |
| Tobacco, vapes, nicotine | Advertising is banned in Australia. |
| Financial products and crypto | Finfluencer licensing rules; YouTube demonetises AI money advice. |
| Weapons, adult, political | Not on Synthicate. |
8. The post itself
The studio posts the approved draft itself, on the creator’s own account on the deal’s platform, and keeps it up for the brief’s “stays up” period. Synthicate never posts, schedules or automates anything on a studio’s accounts, and never asks for their passwords.
9. When a rule is broken
The brand can raise a problem on the deal within 72 hours of the post going live (Disputes). Anyone, with or without an account, can report a post or a creator. Synthicate may hide a creator or a product pack that breaks these rules (Terms, section 14).