Product Tagging
Part of Product tagging in social content
Tagging product variants accurately in Instagram posts
Match the variant shown in a social post to its product tag and buying page, including size, colour and pack contents.
For a Shopify post using Instagram Shopping, identify the size, colour, model and pack contents shown in the finished image or video. Match the shopping tag to that version, then check the product details and choice a shopper sees after tapping it.
If the post is published through Facebook and Instagram by Meta, check that route too; a selection on one route does not confirm what shoppers see on another.
Key compliance points from ACCC and Shopify guidance
- ACCC guidance on social media claimsBusinesses must avoid false or misleading claims; may need to back up claims
- Shopify variant matching requirementTag must match exact variant shown in image or video
- Meta platform consistencySelection on Facebook does not guarantee same experience on Instagram
Identify the version in the finished post
Review the final image or video, caption and on-screen claims together. Note the visible variant attributes, included pieces and accessories shown separately, then identify the intended store product and variant.
When attaching a shopping action, choose the catalogue item that represents the version shown. Keep a working record of the post version, shown item, intended variant, selected tag item and reviewer.
A product-family match alone does not establish that the tag identifies the right version. A product tag opens product details when tapped, so check that destination as well as the item selected for the tag.
Compare the choice a shopper sees
| Check | What to confirm |
|---|---|
| Tag selection | The selected variant matches the size, colour, model and pack contents shown |
| Product view | The image, name and options identify that same version |
| Inclusions | The sale contains what the post appears to offer |
| Price and availability | The terms apply to that version at the time of checking |
| Store destination | The shopper can select the advertised version without an unexplained substitution |
Tap the product tag in the published post and inspect the product details it opens, including the description, price and images. Check whether the advertised size, colour, model or pack can be identified and selected there; a tag selection does not prove the destination opens with that version selected.
If a product-family page opens, confirm that the advertised version is identifiable and selectable. If it is not, correct the tag or destination before posting.
Verify variant accuracy in Instagram Shopping tags
- Tag selection
- Matches size, colour, model and pack contents shown in post
- Product view
- Image, name and options identify the same advertised version
- Inclusions
- Sale includes what the post appears to offer
- Price and availability
- Terms apply to that version at time of checking
- Store destination
- Shopper can select advertised version without unexplained substitution
Resolve mismatches before posting
For example, if the finished post shows black sunglasses but the tag opens product details showing a purple pair, check whether the black version is identifiable and selectable on that page. If it is, make the shopping action point to that choice; if it is not, correct the tag or destination, or remove the tag until the mismatch is resolved.
If a post compares two colours, make each shopping action identify the colour it shows. If the post shows a bundle but the listing sells individual components, clarify what is included or change the shopping action to a listing that represents the bundle.
If the post shows a sample or older model, check whether a current listing represents it accurately. If the shown version is unavailable, do not send shoppers to a related variant without explanation; remove the tag or hold the post until the mismatch is resolved.
After changing a tag, variant, pack, price or availability, tap the public tag again and check the shopper’s choice. A clean channel status does not establish that the intended version is shown.
The ACCC's Social media promotions guidance advises businesses to avoid false or misleading claims on social media and says it can require businesses to back up their claims. Recheck active tags when the represented version or its terms change, and record which post and selection were corrected.
