Brands, creators and social media agencies can run joint ad campaigns on Instagram. A brand can promote a creator’s post as an ad, or an agency can manage ads for a client’s account. For this to work, the account owner has to give permission in the right way, and it should never involve sharing a password.
In this guide we explain what Instagram ad permission and partnership ads are, why permission is needed, the two types (content-level and account-level), the requirements, how the paid partnership label differs from ad permission, how to give and use an ad code, how to give account-level permission, how a brand asks a creator, how to revoke access, how to give an agency or an employee access safely, the pros and cons of partnership ads and common mistakes.
What Is Instagram Ad Permission?
The authorization given so that a brand or advertiser can use a creator’s account or a specific piece of content in a partnership ad.
What Is a Partnership Ad?
An ad that runs from a creator’s or partner’s content and identity, with the brand paying for it. Viewers see the creator’s name alongside the brand.
Why Is Instagram Ad Permission Needed?
The advertiser can’t promote content from another account without the account owner’s approval. Permission keeps control with the owner.
What Are the Instagram Ad Permission Types?
Content-Level Ad Permission
Permission for one post or Reel, shared with a code.
Account-Level Ad Permission
Permission for an advertiser to use the account for multiple ads.
Content vs. Account-Level Comparison
| Content level | Account level | |
|---|---|---|
| Scope | One piece of content | Whole account |
| Best for | A single campaign | Long-term partnerships |
| Control | High | Broader |
What Are the Requirements?
- A professional account. See Instagram professional account.
- A real and active account.
- Compliance with community guidelines.
- Compliance with branded content policies.
- Meeting advertising standards.
What Is the Paid Partnership Label?
A label that tells viewers a post has a commercial relationship. Content with a brand relationship should be clearly disclosed.
Are the Paid Partnership Label and Ad Permission the Same?
No. The label discloses a commercial relationship; ad permission lets the brand run the content as an ad.
How to Give Content-Level Ad Permission on Instagram
Create an Ad Code for a New Post
When creating the post, turn on partnership ad permission and generate a code.
Create an Ad Code for Existing Content
Open an existing post’s settings, choose partnership ad permission and generate a code.
How Does the Advertiser Use the Partnership Ad Code?
In Ads Manager, the advertiser enters the code to select the creator’s content as the ad’s creative. Share the code only with the contracted brand or authorized agency.
How to Give Account-Level Ad Permission
In the account’s settings, add the brand or advertiser as a partner for ads. You can limit and review the access.
How Does a Brand Ask a Creator for Ad Permission?
Agree the scope, duration, budget and usage rights in writing, then request the code or account-level approval. See what is an influencer.
How to Revoke Instagram Ad Permission
- Turn off the content code.
- Remove account-level permission.
Remove access when a collaboration ends.
How to Give an Agency Instagram Ad Permission
Use Meta’s official authorization tools instead of sharing the password.
Granting Agency Access in Meta Business Suite
Add the agency as a partner in your business settings and choose the level of access. See opening a Facebook Business Manager account.
Agency Access vs. Sharing a Password
Official access is controlled, limited and revocable, and keeps your login secure. Sharing a password is risky and against good practice.
How to Give an Employee Access to an Instagram Account
Add the person to your business assets with the permission level they need.
Advantages of Partnership Ads
- They use the creator’s credibility.
- They turn organic content into ads.
- They allow advanced targeting.
- Performance can be measured.
- They show the brand and the creator together.
Disadvantages of Partnership Ads
- Brand control may be limited.
- Permission can be revoked.
- The content may not suit an ad.
- There is risk for the creator.
- They need technical setup.
Partnership Ads vs. Standard Ads
Standard ads run from your own account and creative. Partnership ads borrow a creator’s identity, which can feel more authentic but needs coordination. See Instagram ad formats.
Mistakes to Avoid
- Sharing a password. Use official authorization tools.
- Not using the paid partnership label. Users must be clearly told when there is a commercial relationship.
- Having no contract. Disputes can arise over usage period and ad budget.
- Granting unlimited account permission. For a single campaign, a content-level ad code is more suitable.
- Sharing the ad code with everyone. Share it only with the contracted brand or authorized agency.
- Using unlicensed music. Some music usable in organic Reels isn’t allowed in ad campaigns.
- Not removing old access. Remove agencies, employees and partners who no longer work with you.
- Not setting up conversion tracking. You can’t measure the campaign’s contribution. Use Facebook Pixel and Google Tag Manager.
For the rest of the campaign, see how to advertise on Instagram, what is a target audience, what is a landing page, Call to Action, A/B testing, Instagram ad costs, Instagram social media consulting and Instagram advertising.
Frequently Asked Questions
What is Instagram ad permission?
The authorization given so that a brand or advertiser can use a creator’s account or a specific piece of content in a partnership ad.
What is a partnership ad?
An ad run from a creator’s or partner’s content and identity, paid for by the brand.
Is the paid partnership label the same as ad permission?
No. The label discloses a commercial relationship; permission lets the brand run the content as an ad.
What is an ad code?
A code generated for a specific post that a creator shares with the brand so the brand can use that content as an ad.
Should I give an agency my password?
No. Use Meta’s official authorization tools.
How do I revoke ad permission?
Turn off the content code or remove the account-level permission.
Which is better: content-level or account-level permission?
For a single campaign, content-level permission is usually more suitable. For long-term partnerships, account-level permission can be more practical.
