UK ad rules for Instagram creators: #ad, gifts and follower claims
Once brands start sending you things or paying you, UK advertising rules apply. They are not complicated, and following them protects you, your followers and the brands you work with.
The ASA, the CMA and the CAP Code
The Advertising Standards Authority (ASA) enforces the CAP Code, which covers ads in non-broadcast media, including social posts. The Competition and Markets Authority (CMA) enforces consumer protection law, which also bans hidden advertising. Both have published guidance for influencers.
When a sponsored post counts as an ad
If a brand paid you, or gave you something, and had any control over the post, it is an ad and must be clearly labelled. Payment includes free products, discounts, commission and trips, not just money.
Labelling a paid post properly
- Put “#ad” or “Ad” at the start of the caption, not buried in hashtags.
- Use Instagram’s paid partnership label as well, not instead.
- On reels and stories, the label must be visible without tapping or scrolling.
Gifted items and affiliate links
A gift with no strings attached still needs to be disclosed as a gift. Affiliate links that earn you commission count as advertising and should be labelled as ads.
Honesty about your numbers
If you pitch a brand using your follower count, the CMA and ASA expect you not to mislead about your reach or audience. If some of your followers came from a package, it is wise to pitch on engagement and audience insights rather than the headline number.
Our viewIf you have bought followers, be upfront with brands that ask, and lead with your engagement rate. It builds longer working relationships.
What happens if you get it wrong
The ASA can rule against posts and publish the ruling, and names creators who repeatedly break the rules. The CMA can take enforcement action under consumer law. Most creators simply get asked to fix the label.
A simple checklist for every sponsored post
- Was I paid or gifted anything?
- Did the brand have any say over the post?
- Is “Ad” upfront and visible?
- Are my claims about the product honest?
Questions about UK ad rules
Do I need #ad on a gifted product?
You need to make clear it was gifted. If the brand had control over the post, it is an ad and needs “Ad”.
Will #sp or #collab do instead of #ad?
The ASA says labels like these are often unclear. “Ad” is the safest choice.
Is buying followers against UK ad rules?
Buying is not itself covered, but misleading brands or followers about your reach can be.
For working creators
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