Gifting

The practice of brands sending free products to creators without a formal paid agreement, with the implicit or explicit expectation that the creator will feature the product in their content. Gifting is the lowest tier of brand-creator relationship and is often used by brands to generate organic coverage without paying for it. Creators should be clear about their gifting policy — whether they will post about gifted products, whether posts will be disclosed as gifted, and whether receiving a gift creates any obligation to produce content.