United Kingdom Influencer Disclosure Rules 2026

Running an influencer campaign with United Kingdom-based audience? This page surfaces the exact disclosure rules enforced by the local regulator — the regulator-preferred wording, where to place it, the alternative forms that are accepted, and the variants that are explicitly rejected.

Use the generator below to pick the platform and the type of collaboration (paid post, gifted, affiliate, whitelisted). The output is what to put at the start of the caption, verbatim. Click any chip to copy it.

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 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.

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?

Yes — the local regulator (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

United Kingdom Influencer Disclosure Rules 2026

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 for non-compliance

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.

CAP Code + CMA enforcement under CPRs

ASA / CAP / CMA · 2023

FAQ

Is #ad enough in United Kingdom?

Yes — the local regulator (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?

Does gifted content require disclosure in United Kingdom?

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