The same advertising rules apply on social media as other channels. Disclose all paid partnerships and gifted items. Make truthful claims you can substantiate.
The Advertising Standards Authority (ASA) enforces the CAP Code. The Competition and Markets Authority (CMA) enforces consumer protection law, with enhanced powers from 6 April 2025 under the Digital Markets, Competition and Consumers Act 2024.
Disclosure requirements
If a brand gives you payment, free products, loans, discounts, or any other benefit, you must disclose it clearly when you post about the brand. This applies whether you asked for the benefit or not, and whether or not you had to post.
Label the post 'Ad', 'Advert', 'Advertisement' or 'Advertisement Feature'. The # is optional if the label stands out clearly. Labels such as '#gifted', '#spon', '#collab', '#affiliate', '#BrandAmbassador', 'Sponsored' or 'In association with', or a brand mention on its own, are not enough. Instagram's 'Paid partnership' and TikTok's 'Branded content' labels are acceptable if they are clearly visible.
Put the label at the start of the post, before any 'See more' click, and never bury it among hashtags.
When disclosure is required
Disclose any money, commission or other payment for posting, free items sent to you (even with no obligation to post), products lent to you such as cars, clothes or equipment, affiliate links that earn you commission, ongoing brand ambassador relationships, and discounts not available to the public.
Business responsibility for influencer content
If you hire influencers, brand ambassadors, or affiliates, you are responsible for their compliance. The ASA and CMA can take action against your business if influencers fail to disclose properly.
Put disclosure requirements in your influencer contracts, review their content before and after it is posted, and require any non-compliant post to be edited or removed.
Fake reviews
Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has made fake reviews a specific banned practice, and the CMA can take direct enforcement action without going to court.
You must not commission fake reviews, pay for positive reviews, offer incentives for reviews without clearly disclosing them, impersonate consumers or publish only the positive reviews you receive.
- Maximum CMA penalty
- £300,000 or 10% of global turnover, whichever is higher
- Continued non-compliance
- Daily penalties
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Write a social media policy
Set clear rules for how your business and employees post on social media. Cover disclosure requirements, approval processes, and response protocols.
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Brief influencers in writing
Provide written guidance on disclosure rules. Include specific examples of acceptable labels and placement.
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Include disclosure in contracts
Add compliance clauses to influencer agreements. Require disclosure and give yourself the right to request edits.
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Monitor influencer content
Review posts before and after publication. Check disclosure labels are present and prominent.
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Audit your reviews
Check your review collection practices comply with the fake reviews rules. Remove incentivised reviews that lack disclosure.
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Respond to complaints promptly
Address customer concerns on social media quickly. Public complaints left unanswered damage your reputation.
Legal basis
Primary legislation and key regulations
Read it on legislation.gov.uk (opens in a new tab) legislation.gov.ukOfficial guidance
Social media endorsements - guide for content creators (opens in a new tab)
Publication · GOV.UK
Recognising ads - social media and influencer marketing (opens in a new tab)
www.asa.org.uk
Influencers' guide to making clear that ads are ads (3rd edition, March 2023) (opens in a new tab)
www.asa.org.uk
Reviews and social media endorsements: guidance for businesses and brands (opens in a new tab)
CMA