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legal guidelines

NURX is a start-up that sells prescription drugs online (known informally as the “Uber for birth control”).

Working in the digital health space, the brand has strict limits on what kind of language they can use in advertising, and during their first Tik Tok campaign, they encountered a number of unforeseeable limitations in their proposed copy.

To ease the scripting process, we detailed the legal constraints in a “most commonly-made mistakes” document to serve as the foundation for NURX’s social playbook, which also included legal and brand safety guidelines specific to Tik Tok. Separately, we individually trained influencers to pronounce the company name— ”Nur-ex”— with custom videos, written phonetics, and personal phone calls, ensuring the aesthetic integrity of the brand while guaranteeing legal compliance.

When we began work with Zebit, a Buy-Now-Pay-Later Fintech company, they had 56 legal “dos” and “dont’s” in their campaign brief— a reasonable precaution for a company that deals in credit.

But their list of language restrictions only grew as their legal team revisited it over time. Our influencer manager personally texted and called influencers to update them each time a regulation was added or changed. After influencers submitted their videos, we ran four-eye checks on each one before we shared content with the client legal team, a service we run for all of our clients. And because we know clients don’t have time to go back and forth on legal questions, we take pains to ensure that our content is buttoned up before we submit it for review; across all our clients, our legal approval rate is 98% .

Because Zebit targets people with low credit to defer payment on consumer goods, a number of creators who would have matched the brand profile were ineligible because they had used vulgarities in their profiles. Our proprietary software scanned out nearly half of the prospective profiles on its first pass, identifying clean profiles and saving hours that a brand manager would have otherwise spent sorting through influencers.

BetterHelp, a remote psychotherapy provider, is a landmine for controversy: the brand needs to address mental health in their campaigns without allowing influencers to venture into dark personal subjects.

Beyond creator content, comments must also be moderated carefully to weed out damaging replies. When the brand attempted to handle their influencer campaigns in-house, they made some damaging regulatory missteps: influencers promised “professional” help, although the terms of service explicitly didn’t guarantee treatment by licensed professionals.

We worked with the brand to verify influencer age and therapist licensing, and to confirm that each personality had personally used the app. We applied a particularly tight-meshed screen to their past content to filter out any potentially controversial content, and we engaged our 36-hour live comment-monitoring service to keep the conversation clean and brand-safe after creators posted their content. (We can take down comments of influencer content within 24 hours if necessary.)

We also implemented a custom ad disclosure overlay, going beyond a simple ad hashtag to signal branded content as clearly as possible.