Essential resources
Start here for the key advertising rules for influencers, brands and agencies. Begin with the Influencers' guide for a complete overview, then use the self-help tool and cheat sheet for quick answers and practical support.
1. Influencers' guide to making clear that ads are ads
Our comprehensive guide brings together the key advertising rules for influencer marketing in one place. It covers ad labelling, affiliate marketing, commercial relationships and other regulatory requirements, with examples to help influencers, brands and agencies apply the rules in practice.
Download the Influencers' guide
2. The influencer’s cheat sheet to declaring ads on social media
A practical cheat sheet covering key advertising rules to help influencers, brands and agencies disclose ads and stay transparent with audiences.
3. Self-help tool – is my social media content an ad?
Other legal and professional responsibilities
HMRC – Self-assessment tax return
Don’t forget that there are other laws and regulations that you should be aware of, including those related to consumer protection and your own obligations in terms of income tax. If you receive income from your role as an influencer and you are a UK resident, check if you need to tell HMRC about additional income. You may also find the following short YouTube video helpful: How do I register online for Self-Assessment?
ISBA & IMTB Influencer Marketing Code of Conduct
The Influencer Marketing Code of Conduct from ISBA and the IMTB addresses a number of areas to help ensure responsible marketing – including DEI, ad accessibility, health and wellbeing, and environmental sustainability. Ethical standards are also promoted in the use of virtual influencers and artificial intelligence.
Advertising advice
Looking for more detailed guidance on specific topics? Browse our influencer marketing Insight articles, or explore the resources below covering ad disclosure, promotions, financial products and advertising to children.
Ad disclosure
Recognising ads: Advertisement features
AdviceOnline entry on how advertisement features (advertorials) should be presented and labelled.
Recognising ads: Brand-owned and paid social media
AdviceOnline entry on how to make sure ads are clearly identifiable in brand-owned and paid social contexts.
Recognising ads: Social media and influencer marketing
AdviceOnline entry on the rules of ad disclosure in social media influencer marketing.
Affiliate marketing
Online Affiliate Marketing
AdviceOnline entry on how affiliate marketing is regulated and how to clearly identify affiliate content as ads.
Children
Recognising ads: Children
AdviceOnline entry on how advertising aimed at children should be labelled and how ads aimed at under-12s may need enhanced disclosure.
Recognition of advertising: online marketing to children under 12
Guidance on using enhanced disclosure to help under-12s recognise online ads.
Financial products
Fin-fluencing? Get it right
Infographic helping influencers promote financial products responsibly, covering FCA and CAP rules and how to create compliant content.
Promotions
Running promotions on social platforms
Guidance on how to run promotions, competitions and prize draws on social media in line with the CAP Code.
Social media promotions checklist
Infographic-style checklist to help influencers and brands run social media promotions fairly, covering planning, terms and conditions, selecting winners and awarding prizes.
Remit
Remit: Advertisement features
AdviceOnline entry explaining when advertisement features (advertorials) fall within the ASA’s remit and how they are regulated.
Remit: Social media
AdviceOnline entry explaining how the ASA applies the rules to social media content and when posts fall within its remit.
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