The legality of promoting products on social media hinges on proper disclosure. If your son promotes a protein shake and receives gifts in return, he needs to label posts with #ad if he’s compensated, even without cash. If the business didn't influence him and he simply received gifts, using #gift suffices. Misleading posts without these tags can lead to legal issues, as they may violate advertising standards. Thus, clarity for viewers is crucial, ensuring they understand the nature of endorsements.
If your son is benefiting from these posts, then it is commercial content.
These rules apply to any promotional posts, not just ones for a third party.
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