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21/09/2026VIFLY ACTU

Invisible UGC advertising is progressing: an opportunity for income that exposes creators and brands

A survey published on September 20 reveals the rise of paid UGC videos that voluntarily resemble spontaneous testimonies. This market opens up revenues to small creators without a large audience, but the lack of clear disclosure quickly turns a commercial service into a legal, reputational and editorial risk.

Our method: distinguishing facts, citing sources and calmly explaining what can really change for creators, independent and digital professionals.

Marketing

TikTok creators are paid to publish UGC ads without clear disclosure

A Wall Street Journal survey published on 20 september documents U.S. creators who operate sub-accounts to broadcast in volume scripted videos resembling ordinary testimonials. Brands or intermediaries sometimes provide scripts, hooks and legends, while the commercial relationship remains unclear or absent. An interviewed designer claims to earn on average 6 000 however, this amount is an individual case, not a representative sector income. The investigation also indicates that these unreported advertisements contravene the rules of the major platforms and the transparency requirements of the FTC in the United States.

What it can change: UGC content can be sold even with a small audience, but never hide commercial consideration. For a French audience, post an explicit mention as "Advertisement" or "Commercial Collaboration", immediately visible and maintained throughout the promotion; Keep the brief, contract and brand validation.
Read the source: The Wall Street Journal →