Product Seeding in Spain: Do’s, Don’ts & Legal Notes

Product seeding — sending free products to influencers in hopes they will feature them — is a common marketing tactic. In Spain, however, specific rules and cultural nuances make it important to plan seeding campaigns carefully. This guide explains the do’s, don’ts, and legal obligations of product seeding in Spain so your brand avoids mistakes and builds authentic relationships with creators.

What Is Product Seeding?

Product seeding is when brands send products for free to influencers or creators without requiring contractual obligations. Unlike paid collaborations, influencers are free to decide whether or not to post about the product.

• Goal: Generate authentic mentions, UGC, and goodwill.

• Risk: No guarantee of content unless terms are agreed in advance.

• Opportunity: Creates long-term trust and entry point for paid collabs later.

Do’s of Product Seeding in Spain

1. Personalize the Package

• Add handwritten notes or messages tailored to the influencer.

• Highlight how the product fits their style, niche, or lifestyle.

2. Respect Cultural & Regional Nuances

• Spain is diverse: creators in Barcelona, Madrid, or Valencia may have different styles and audiences.

• Consider including localized touches (Catalan/Spanish language materials, references to local trends).

3. Disclose Transparency Rules

• Even if unpaid, influencers must disclose gifted products with labels like “regalo”, “colaboración”, or #gifted.

• Spanish & EU law requires clear disclosure of any product given for promotion.

4. Track Deliveries & Mentions

• Use a CRM or influencer tool to record who received what.

• Track earned media value (EMV) when posts happen organically.

Don’ts of Product Seeding in Spain

1. Don’t Assume Posting Is Guaranteed

• Unless a contract is signed, influencers have no obligation to post.

• Avoid pressuring them — this damages reputation.

2. Don’t Over-Send Low-Value Products

• Quality matters more than quantity. Sending random products can feel spammy.

3. Don’t Ignore Follow-Up Etiquette

• A polite thank-you message is fine.

• Aggressive follow-ups (“Why didn’t you post?”) can harm relationships.

4. Don’t Skip Legal Notes

• No disclosure = risk of sanctions from Spanish authorities (AEPD or CNMC).

• Always remind influencers of transparency guidelines.

Legal Notes for Spain

• Disclosure: Influencers must clearly state if a product is gifted (“colaboración”, #gifted, “publicidad”).

• Return Policies: If items are high-value (e.g. jewelry, electronics), clarify ownership vs. loan in writing.

• Data Protection: Collecting influencer addresses = GDPR obligations. Store securely and delete after use.

• Contracts: For seeding-only campaigns, contracts aren’t required — but a simple consent form can protect against disputes.

Case Example

A Spanish skincare brand sent out 50 gift packages to beauty influencers in Madrid and Barcelona:

• Cost: €3,000 in products + shipping

• Results: 18 organic Instagram posts, 27 Stories, 8 TikTok mentions

• Earned Media Value (EMV): ~€15,000 equivalent in impressions & engagement

• Outcome: Converted 5 influencers into paid long-term brand partners

Best Practices to Scale Seeding

• Start with nano and micro-influencers (1K–50K followers) for higher response rates.

• Use unique discount codes to track ROI.

• Segment lists: prioritize influencers who match your brand values and niche.

• Transition top performers into paid partnerships after initial gifting.

Conclusion

Product seeding in Spain can be a powerful first step toward building authentic influencer relationships — but it must be handled strategically and legally. Personalization, respect for cultural differences, and compliance with disclosure rules are key to long-term success.

By following these do’s and don’ts, your brand can turn simple gift packages into lasting partnerships and measurable ROI.

FAQ

Q: Do I need a contract for product seeding in Spain?
A: Not necessarily, but a consent note for high-value items is recommended.

Q: Can I ask influencers to post in exchange for gifts?
A: If posting is expected, that becomes a paid collaboration — and must be disclosed as such.

Q: How many packages should I send?
A: Start small (20–50 creators) and scale based on response rate.