Running creator video as advertising in Canada adds two things to the usual playbook: a disclosure expectation and a claims regime that varies by category. Neither is difficult, and both are expensive to discover after the campaign is live.

Disclosure is expected

A material connection between a brand and a creator should be disclosed clearly and prominently, in a way a viewer actually notices. That is the standard the industry works to and the direction regulators have been moving. Building it into the video rather than hiding it in a caption is both safer and, in practice, does not hurt performance.

Claims follow the category

Food, health, financial and children's products each carry their own limits, and the platform will also apply its own rules on top. The brief has to carry the permitted wording, because a creator improvising a paraphrase is not covered by whatever authorisation the brand holds.

Deliverables that turn one shoot into four ads

Ask for the body once and three or four different openings, plus vertical and square, plus subtitles as separate files in both languages. That single delivery list is the difference between a campaign that can be tested and a single file that has to be re edited by an agency.

Muted with captions, always

A large share of consumption happens with no sound. The offer, the product name and the promise all have to be readable. If the video depends on the voice, half the audience did not receive the message and the spend behind them was wasted.

Measure purchases, not plays

Plays and reach diagnose, they do not decide. Cost per purchase and three second retention tell you whether the problem is the hook, the body or the product. In a bilingual campaign, compare each language against itself over time rather than against the other.

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Frequently asked questions

Does the partnership have to be disclosed?

Yes, clearly and prominently.

Who supplies the permitted claim wording?

The brand, in the brief.

How do I get four ads from one shoot?

Ask for several openings on one body.

Which metrics decide?

Cost per purchase and three second retention.