Whitelisting
The practice of running ads through a creator's or influencer's account handle with their permission, commonly used in influencer marketing.
What Whitelisting means
Whitelisting (increasingly referred to as 'allowlisting') in influencer marketing is the practice of running paid advertisements through a creator's social media handle, making the ad appear to come from the creator rather than the brand. This is commonly implemented on Meta platforms through Business Manager partnerships, where the brand gains advertising permissions for the creator's account. Whitelisted ads combine the authenticity of creator content with the targeting and measurement capabilities of paid advertising. Compliance requirements include proper branded content disclosure (the ad must still be identified as sponsored), creator authorization (formalized through platform tools), adherence to all advertising policies (content is reviewed under ad policies, not just community guidelines), and proper contractual agreements covering usage rights, compliance responsibilities, and content approval processes.
Related terms
Allowlisting
Granting specific accounts, domains, or creatives pre-approved status that bypasses certain platform restrictions or reviews.
Influencer Marketing
Marketing through partnerships with social media influencers who promote brands to their followers, requiring proper disclosure.
Branded Content
Content created by influencers or publishers that features or is influenced by a brand, requiring proper disclosure and platform tagging.
Spark Ads
TikTok's native ad format that lets brands boost existing organic posts from their own account or a creator's account.