Instagram (Facebook) updated their rules in 2016[1] demanding that off platform deals for sponsored content go through them so they get a cut. Sounds like the exact same situation; You aren't allowed to make money via Ads without paying the platform our "fair" cut. News articles suggest Some of this was FTC compliance but Facebook also wanted their cut.
[1] https://www.facebook.com/business/news/branded-content-updat... [2] https://www.theverge.com/2020/2/12/21135183/ftc-influencer-a...