United Kingdom Influencer Disclosure Rules 2026

Influencer disclosure rules in United Kingdom: the wording the local regulator prefers, where to place it and which variants it rejects. Pick a platform and collaboration type below, then copy the line for your caption.

Platform

Type of collaboration

Required disclosure

#ad

Also acceptable

Paid partnership with [brand]

✗ NOT acceptable

#spon

#sponsored

#sp

#in association with

#collab

Where to place it

At the start of the caption, before the post copy
Visible without expanding "See more"
In video: on-screen text during the relevant portion + verbal mention on long-form
Not buried in a hashtag wall at the end

Penalties and official sources

⚠ Penalties for non-compliance

ASA rulings are public and can lead to ad bans. Under the Digital Markets, Competition and Consumers Act 2024 (DMCCA), the CMA can fine up to 10% of a business's global annual turnover for breaches of consumer-protection law. CMA and ASA published joint updated influencer-marketing guidance in 2025.

Source

→ ASA — Recognising ads: social media and influencer marketing → GOV.UK — Social media endorsements: guidance for content creators

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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CAP Code + CMA enforcement under CPRs

ASA / CAP / CMA · 2023

UK influencer marketing is governed by the CAP Code (Advertising Standards Authority) and the Consumer Protection from Unfair Trading Regulations (CPRs) enforced by the CMA. #ad is the regulator-preferred label; ambiguous shorthand (#spon, #sponsored, #gifted alone, #in association with) does not meet the standard.

FAQ

Is #ad enough in United Kingdom?

Usually yes: ASA / CAP / CMA accepts #ad as a primary disclosure. Placement still matters: it must be at the start of the caption, before any other text.

What law governs influencer disclosure in United Kingdom?

CAP Code + CMA enforcement under CPRs (2023), enforced by ASA / CAP / CMA. ASA rulings are public and can lead to ad bans. Under the Digital Markets, Competition and Consumers Act 2024 (DMCCA), the CMA can fine up to 10% of a business's global annual turnover for breaches of consumer-protection law. CMA and ASA published joint updated influencer-marketing guidance in 2025.

Does gifted content require disclosure in United Kingdom?

Yes. #ad is the regulator-preferred wording. See the generator above for accepted alternatives.

Other EU countries

France Germany Spain Italy Netherlands Belgium Portugal Austria Switzerland Poland Sweden Ireland

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