A permission request is a grant, not a formality
When a brand asks to run partnership ads from your account, you are granting access, and the scope of that access is the decision. Meta’s help center says advertisers need permission from the partner whose handle an ad will include, and that creators and other partners can revoke the permission at any time. It also notes that branded content ads are now called partnership ads.
That makes accepting a request feel routine, particularly when it arrives as a notification. The grant can be narrow or broad, and the two are not the same. Knowing which one a brand is asking for tells you what they will be able to do with your handle and your content.
The check in this article has four parts: scope, reach, control, and exit. It is editorial synthesis, not a Meta feature or a contract template, and it does not replace advice on your agreement with the brand.
Know the two scopes Meta describes
Meta describes two types. Content-level permissions are more restrictive and used for specific content promotions, while account-level permissions offer broader access and are more suitable for ongoing partnerships.
With content-level permissions, a partner can give an advertiser permission to promote an individual post, story, or reel. Advertisers can create ads from existing content when the Allow brand partner to boost toggle is on and they are tagged in the paid partnership label. A partner can also share a partnership ad code for the specific post, story, or reel they choose to authorize, including content without the advertiser tag. Creators choose which posts an advertiser may promote.
With account-level permissions, the page says advertisers can create partnership ads, other ad types, and marketing messages from a partner’s handle without pre-existing content, and can create ads from existing content that tags them. That is a different kind of agreement, closer to a standing arrangement than a single promotion.
Choose the scope that matches the deal
Start from the arrangement you actually made. If the brand wants to promote one post, content-level permission matches that. If you agreed an ongoing partnership with several pieces over time, account-level permission may reduce repeated approvals, which Meta lists as a benefit of the broader scope.
For a hypothetical example, imagine an independent coffee educator who agrees to a single sponsored brewing video. A request for account-level permission would give the brand more than that agreement describes. The educator might offer content-level permission for that one video and revisit the question if the partnership grows.
The earlier creator brand deal trust brief covers whether a partnership fits your audience, and the campaign guardrails article covers running it after it is agreed. Permission scope is the platform-level step between them.
Check what the permission reaches
The account-level help page says advertisers can create partnership ads from any of a partner’s existing posts, stories, or reels that tag them, including archived content. For Instagram content, qualifying tags include the paid partnership label, @mentions, people tags, product tags, and Collabs. For Facebook content, the page says the paid partnership label is required.
That reaches further than many creators assume. A post that mentions a brand casually, or an older piece you archived, may fall within the grant. Before you accept, look back through what already tags the brand and decide whether you are comfortable with any of it being promoted.
For a content-level promotion, confirm which specific post, story, or reel you are authorizing and which permission method is being used. Meta describes content-level grants as selective individual-content permissions; do not treat sharing a code as account-level permission.
Know what stays with you and who accepts
The help pages describe some controls on both sides. Advertisers can hide comments on ads they run and on the creator’s original post, and creators can unhide those comments, hide or delete comments themselves, and keep their original post unchanged when an advertiser edits content for an ad. Under account-level permission, advertisers can also include or exclude a partner’s custom audience in a campaign.
Decide in advance how you want comments and any audience-related settings handled, and say so in your agreement. The pages describe what is possible, not what you should agree to, so those details belong in the conversation with the brand.
Name who accepts requests on your side. The help page says a request can be accepted in the Instagram app, the Facebook app, or Partnership Ads Hub, and that when your accounts are linked, accepting gives the advertiser permissions for both. If a manager or assistant has access to your accounts, make sure they know what they may accept.
Agree how it ends
Meta says you can revoke a partnership ad permission at any time. That is useful, but it is a platform control, not an agreement with the brand. Settle the practical questions between you: when the partnership ends, what happens to ads already running, and who tells the other side when you change a setting.
Pick a review date for any account-level permission, and put it in a calendar. A grant that made sense during a campaign can outlast the reason for it. Reviewing it on a schedule keeps the permission matched to the relationship.
Disclosure of a paid relationship is a separate question from permissions. The YouTube branded content declaration record shows how one platform handles it, and your obligations on Instagram and Facebook depend on those platforms’ rules and on the law. Check them rather than inferring them from a permission screen.