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
✗ NOT acceptable
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
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.
Now find a creator at this rate
Skip the cold outreach. Collabios verifies every creator before they appear in search — country, niche, audience quality, and brand-safety profile.
Browse verified European creators →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.