The most honest visual I've made to date.

This Before & After is the clearest expression of the problem — and the role SwayID plays in enabling millions of people with different roles and incentives to work together without deceiving each other (and customers).

The “Before” Side:

Represents what’s already happening at scale:

• 60M+ creators

• 100+ brands

• Billions spent on UGC ads per year

• No shared framework to align anyone

Pure Chaos:

Manual reviews. Conflicting policies. No proof. No audit trail.
Creators don’t know what the rules are.
Legal teams can’t keep up with enforcement.
Brands default to trust and hope.

The diagram doesn’t exaggerate.
It just makes visible what already exists in pieces.

The “After” Side:

Not a perfect system, but a legible one.

It consolidates what already exists:

• Laws (FTC, UDAP, brand policy)

• Personas (who’s speaking)

• Formats (what’s being said)

• Categories (what’s being sold)

It draws a boundary around the mess.
It doesn’t invent order. It reflects constraint.

If you’re spending on UGC ads and/or making them, this is the infrastructure you should be operating through.

What This Visual Actually Does:

SwayID doesn’t create new rules.
It reconciles the fragmented ones that already govern the space.

It doesn’t impose preference.
It codifies obligations that were already there, just scattered and unenforced.

The value isn’t in the tech.

It’s in drawing boundaries around a space that’s been formless so trust doesn’t have to depend on luck.

Kaeya