Snapchat brand deals: how they work under Snap's rules
Snap doesn't set or publish what brands pay creators; that's between you and the brand. Snap's rules cover how deals run on Snapchat. Commercial content (paid, gifted, loaned, or promoting your own products) must say it's commercial, name the brand, and use Snap's paid partnership tool. A brand that wants you in a Sponsored Snap sends your Public Profile a “Pre-Approved Creator - Ad Partner” invite, which you accept.
Last verified · Rules database 2026-09-30.4.
brand_partnerships.sponsored_snap_ad_partner_invite Verified . Source: I’m a Creator—how do I create a Sponsored Snap with a brand? (Snap Inc. (Snapchat Support)).
brand_partnerships.commercial_content_13_plus Verified . Source: Snap Commercial Content Policy (Snap Inc. (snap.com legal terms)).
brand_partnerships.paid_partnership_label_required Verified . Source: Snap Commercial Content Policy (Snap Inc. (snap.com legal terms)).
brand_partnerships.paid_partnership_label_availability Verified . Source: How do I label my sponsored content as a "Paid Partnership"? (Snap Inc. (Snapchat Support)).
brand_partnerships.discovery_if_monetization_eligible Verified . Source: About Snapchat’s Monetization Program (Snap Inc. (Snapchat Support)).
recommendation_eligibility.quality_ineligible Verified . Source: Quality (Snap Inc. (Snap Values / policy)).
recommendation_eligibility.surfaces Verified . Source: Content Recommendation Eligibility (Snap Inc. (Snap Values / policy)).
ump.invalid_activity_excluded Verified . Source: Snap Monetization Terms (Snap Inc. (snap.com legal terms)).
brand_partnerships.snap_star_collab_studio Checked : not confirmed from Snap's pages. Source: https://businesshelp.snapchat.com/s/article/approve-snap-star-collab?language=en_US (Snap Inc. (Snapchat Business Help)).
1. Label every commercial post
FACT. Under Snap's Commercial Content Policy (effective July 2, 2026), content that's paid, gifted, loaned or promoting your own products must identify its commercial nature and the promoted brand, and must be labeled with Snap's paid partnership tool. Snap's policy also says only Snaps that carry the disclosure can be amplified beyond your Public Profile.
2. How to add the Paid Partnership label
FACT. If you have a Public Profile, you can add a “Paid Partnership” label to public Snaps (Public Story, Spotlight, Snap Map) from the Send To screen.
3. What you can promote
FACT. Commercial content, and the brand or product it promotes, must be suitable for Snapchatters aged 13 and over. Extra age-targeting duties apply to alcohol, dating, weight loss, gambling, and certain financial and pharmaceutical products, and political or advocacy commercial content isn't permitted. Read Snap's Commercial Content Policy for the full category list.
4. Sponsored Snaps
FACT. A Sponsored Snap is an ad format that advertisers run. To appear in one, the brand sends your Public Profile a “Pre-Approved Creator - Ad Partner” permission invite, and you accept it.
5. Brand tagging (Snap Stars only)
FACT. Only Snap Stars can tag a brand when posting Spotlight, Snap Map and Public Story Snaps. Once the brand approves, performance data is shared with the brand, and the brand can boost the content. How to become a Snap Star
6. How brands find creators
FACT. Snap's Monetization Program help page says brands may discover the Public Profiles of creators who are “eligible for monetization” (Snap's framing) and invite them to partner. See how your numbers compare with Snap's published criteria
7. Snap Star Collab Studio
Snap names Snap Star Collab Studio as a monetization offering, but its requirements couldn't be confirmed from Snap's own page.
9. Links and promoting other platforms
FACT. Snap's recommendation guidelines list certain off-platform links and promotion of accounts on other platforms among the reasons Snap won't recommend content. These guidelines apply to Spotlight, Public Stories and Snap Map.
Our rules database has no Snap rule on affiliate links.
10. Don't buy engagement
FACT. Snap may exclude activity that artificially inflates views or engagement (bots, click farms, paid inducements, view trading) from what it pays on.
Before you post sponsored content: a checklist
RECOMMENDATION (our suggestion, not Snap's rule). Drawn from the facts above.
- Is it paid, gifted, loaned, or your own product? Then it's commercial content: add the Paid Partnership label and name the brand.
- Is the product suitable for ages 13+? If it's in an extra-duty category (alcohol, dating, weight loss, gambling, certain financial or pharma products), check the policy's age-targeting rules first.
- Is it political or advocacy content? Snap doesn't permit it as commercial content.
- Is it going in a Sponsored Snap? Then accept the brand's Pre-Approved Creator - Ad Partner invite on your Public Profile.
- Does it link off Snapchat or promote another platform's account? Snap may not recommend it.
On this site
- Check your numbers on the homepage
- Published-criteria calculator
- Sources
- How to become a Snap Star
- How much does Snapchat pay?
- AI content rules
- Brand partnerships in the guide
Frequently asked questions
How much do Snapchat brand deals pay?
Snap doesn't publish or set a rate; pay is agreed between you and the brand.
How many followers do I need for brand deals?
Snap's rules in our database don't list a follower minimum for brand deals.
Do gifted products need a label?
Yes. Snap's policy covers content that's paid, gifted, loaned or promoting your own products.
Do I need to label my own products?
Yes, under the same policy.
Do I need to be a Snap Star for brand deals?
Brand tagging on Spotlight, Snap Map and Public Story Snaps is for Snap Stars only. The Paid Partnership label needs a Public Profile.
What is a Sponsored Snap?
It's an ad format that advertisers run. You appear in one after accepting a brand's “Pre-Approved Creator - Ad Partner” invite.
Can I put affiliate links in my Snaps?
Our rules database has no Snap rule on affiliate links. Snap's recommendation guidelines do say Snap may not recommend content with certain off-platform links.