Creator Eligibility Requirements for Partnership Ads
To use Partnership Ads on Meta platforms such as Instagram and Facebook, creators must meet specific eligibility criteria. These requirements ensure you can access branded content tools, generate ad codes, and collaborate with advertisers successfully.
Eligibility Requirements (Instagram & Facebook)
According to Meta’s Branded Content Policies, creators must:
Use a Professional account (Creator or Business).
Comply with Meta’s Community Guidelines and Branded Content Policies.
Share authentic, truthful content (no misleading claims).
Post content in eligible formats (e.g. posts, reels, stories).
Tag business partners with the Paid Partnership label on branded content.
Avoid restricted content types (e.g. tobacco, unsafe supplements, misleading health claims).
How to Switch to a Professional Account (Instagram)
Anyone can switch to a professional account for free.
Mobile (Instagram App)
Go to your profile → tap ☰ → For professionals.
Select Account type and tools → Switch to professional account.
Choose a category (e.g. influencer, blogger, photographer) and decide if it should be shown on your profile.
Pick your account type: Creator or Business.
Add optional contact info (Business accounts only) and connect to a Facebook Page if you’d like.
Desktop (instagram.com)
Log in → click ☰ (More) → Settings.
Go to Account type and tools → Switch to professional account.
Pick a category and select Creator or Business profile.
Complete the setup and optionally connect to a Facebook Page.
How to Use the Paid Partnership Label on Instagram
Meta requires that branded content be tagged using the Paid Partnership label.
To tag a brand partner:
Create a post, story, or reel.
Before publishing, go to Tag people → Invite collaborators / Add paid partnership label.
Select Add brand partners and choose the business partner’s account.
Post your content. The “Paid Partnership” tag will appear at the top.
👉 Full guide: How to use the Paid Partnership label.
On Facebook, the requirements are nearly the same:
Use a Page or Professional Mode profile.
Comply with Meta’s Branded Content Policies.
Use Branded Content Tools to tag business partners.
Only post content in eligible formats.
Apply the Paid Partnership label to branded posts.
👉 Guide: How branded content works on Facebook.
Platform | Key Requirements |
• Business or Creator account | |
• Branded content tools enabled |
Additional Notes
If your account does not meet Meta’s requirements, you will not be able to grant Partnership Ad permissions.
Losing access to branded content tools (due to violations or account changes) will also remove your ability to collaborate through Partnership Ads.
Once approved, you can collaborate on both Instagram and Facebook.
Next Steps for Creators
What are Partnership Ads?