UK advertising rules require marketing communications to be obviously identifiable as advertising. This is especially important when commercial content could be mistaken for independent editorial content.
For influencer or advertorial content
Where a commercial relationship and editorial control make the content advertising, the disclosure needs to be clear and prominent. Current ASA/CAP guidance says an upfront “Ad” label is generally the clearest approach for influencer advertising.
Do not make people work it out
A brand mention, discount code or vague abbreviation may not make the commercial nature sufficiently clear. The audience should not need to investigate the relationship before understanding that they are viewing an advertisement.
This guide is general marketing information, not legal advice. Product-specific and sector-specific rules can also apply.
Sources reviewed: CAP Code Section 2 and ASA/CAP social-media advertising guidance, including the August 2026 update. Last reviewed September 2026.