A paid partnership is a relationship in which a creator creates content with a brand that they have a material connection with in order to promote the brand or its products. These partnerships are already established by the creator and brand outside of Pinterest.

Creators tag a brand or company they have a partnership with in an Idea Pin. When a creator adds a paid partnership to their Idea Pin, the  paid partnership label will automatically appear when the Pin is published. Brands will need to approve the tag in order for their name to appear with the paid partnership label on an Idea Pin. 

How to use the paid partnership tool

The paid partnership tool is the feature within Idea Pins that allows creators to tag a brand that they have a sponsorship or branded content relationship with. Using this tool will allow your Idea Pin to be disclosed as a paid partnership alongside the brand’s name.

  • Create an Idea Pin
  • On the Finishing touches screen, tap Advanced settings
  • Toggle on Add paid partnership label then select Add a brand partner
  • Search for the brand to tag. A creator can tag only one brand per Idea Pin 
  • Select Add beside their desired brand
  • Select Add on the Approval needed popup window. Before the request is submitted to the brand, the Idea Pin must be published 
  • The selected brand now appears in the Advanced setting screen for review
  • Return to the Finishing touches screen and click Publish
  • Once the Idea Pin is published the paid partnership label will appear on the Idea Pin without the brand's name. 

    The brand will receive a notification email and they will have the option to approve or decline the tag. If the brand approves the partnership, their name will be added with the paid partnership label.

    Declined and removed paid partnerships

    If the brand declines the tag, the paid partnership label will be removed from the Idea Pin and you will not be able to tag them again in the same Pin. You will need to create a new Idea Pin to tag them.

    You will be notified if a brand declines your paid partnership tag. You will not be notified if a brand removes the paid partnership tag from an Idea Pin that it previously approved.

    Once the paid partnership label is removed, the Pin will stay live as an Idea Pin unless the Pin violates Pinterest policies.

    Creators can also remove a paid partnership tag at any time. Once the tag has been removed, it cannot be added again.

    To remove the label:

  • Click on the Idea Pin to open it
  • Click the ellipsis icon to the right of the Pin
  • Select Remove partnership
  • Click Remove
  • Your changes will save automatically.

    Idea ads with paid partnerships 

    Once a creator publishes an Idea Pin with paid partnership, their brand partner can promote the pin as an Idea ad with paid partnership. These ads will include the same label denoting a paid partnership between the creator and the business. 

    Creators cannot promote pins themselves that include a paid partnership. Only brand partners can promote these pins as Idea ads with paid partnership.

    Brands cannot promote Idea Pins that include music or stickers so consider this while you’re creating the Pin. Attempting to promote these Pins will result in an error message. See all other reasons why a Pin may not be promotable.

  • If your brand partner is not on Pinterest, you can still use  the paid partnership label to disclose your branded relationship. When publishing, the paid partnership label will appear on the Pin but the brand’s name will not.
  • Paid partnership labels cannot be added after an Idea Pin is published. You will need to create a new Pin to include the label.
  • If the paid partnership is removed from an idea ad, the ad will be set to Archive in Ads Manager. 
  • If the Pin is flagged for violating our Community guidelines it will be submitted for review. If the Pin is not compliant with our Content policy then the Pin will be deactivated.
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