Also called allowlisting or creator licensing, whitelisting flips the usual arrangement: instead of the brand posting creator content on its own handle, the ad ships under the creator's name, profile picture, and handle.
How it works on TikTok. Whitelisting runs through Spark Ads. The creator enables ad authorization on a specific post and generates a Spark Ads code — valid for 7, 30, 60, or 365 days — which the brand enters in TikTok Ads Manager to promote that post with its own budget and targeting. The creator keeps full account ownership, and the code covers only the authorized video.
How it works on Meta. Creators grant partnership-ads permissions through Meta's business tools, letting brands run ads from the creator's handle, including variations that never appear on the creator's own grid.
Why it outperforms. The ad inherits the creator's social proof — real likes, comments, and a human face in the header — so it reads as a recommendation rather than an advertisement. Because paid engagement can also compound the creator's organic reach, creators typically charge a whitelisting fee on top of content fees, negotiated alongside usage rights.
Why it matters for brands
Whitelisting lets a brand put media spend behind the most trusted voice available — a real person's — while retaining full control of budget, audiences, and optimization. For many brands it is the highest-leverage way to scale creator content.