Influencer Marketing - Key Advice Resources

From infographics and webinars to Insight articles and our AdviceOnline database - we have a whole host of resources on influencer marketing to help marketers and influencers get it right and avoid a run-in with the ASA. 

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 videos helpful: How do I register online for Self-Assessment? and My first Self-Assessment Tax Return.

Key Guidance 

Influencers' guide to making clear that ads are ads

The comprehensive guide to ad labelling and disclosure, written in collaboration with the Competition and Markets Authority (CMA). [Click Here]



Self-help Tool

If you are an influencer, or a brand/agency working with one, and have a question around whether a piece of social media content is advertising that needs be disclosed as such, please use our self-help tool below.



Is my content an ad that needs to be disclosed?

A handy flow chart to help you decide whether your post needs an ad disclosure. [Click Here]

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The influencer's cheat sheet

Some top tips for declaring ads on social media and the key things to bear in mind. [Click Here]

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Affiliate marketing infographic

Four key things brands and influencers need to know about disclosing affiliate marketing. [Click Here]

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Social media promotions checklist

A useful checklist full of key advice on promotional marketing [Click Here]

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'Finfluencers' Infographic - ASA & FCA

A useful infographic designed to help influencers promoting financial products [Click Here]

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CAP Insight - News-style advice written by the experts

#Ad(vice) - Making clear that an ad is an ad

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There is nothing wrong with influencers entering into commercial relationships with brands, but consumers must not be misled.  If content results from a commercial relationship, this needs to be made clear.  Here’s some general guidance to help you ensure your influencer marketing, is ‘obviously identifiable’. [Click Here]

#InfluencingResponsibly: The ASA’s Jurisdiction

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The ASA only apply the rules in the CAP Code to advertisements that fall within its scope.  This is narrower than the jurisdiction of the Competition and Markets Authority (CMA) who cover all commercial practices.  From ‘paid-for space’ to ‘advertorials’, we take a look at three key types of content that fall within the scope of the CAP Code. [Click Here]

Influencing your choice of influencer

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Marketers are understandably keen to tap into the world of influencers to help promote their products and services. But, it’s important to remember that ads for alcohol, gambling and electronic cigarettes mustn’t appeal particularly to children or include people under the age of 25 in a significant role. Here are a few key things to bear in mind when considering who to work with on your next campaign. [Click Here]

Medicines and influencer marketing

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Influencer marketing continues to grow and develop. While much of the regulatory discussion to date has been centred on labelling and transparency - the rest of the CAP Code applies, and there are some products, like medicines, that can’t be endorsed by certain people (e.g. ‘celebrities’). Here’s some clarity on the ASA’s ruling on this and what it means for brands and influencers alike. [Click Here]  

Don’t get all in a Twitter about your #marketing


Here are some key learnings from ASA rulings to help you avoid some of the common ‘twit-falls’ when advertising on this platform. [Click Here]

Making your marketing an Insta(nt) compliant success


Here are some key learnings from ASA rulings to help you ensure your marketing is an ‘insta(nt)’ compliant success. [Click Here]

Time to Face(book) facts about compliant marketing


Here are some of the key principles to help you save face and avoid an upheld ruling from the ASA for your ads on Facebook. [Click Here]

Like, comment and comply – YouTube and the CAP Code


Don’t skip your ad compliance obligations - here are some of the key principles to help you avoid an upheld ruling from the ASA for your ads on YouTube. [Click Here]

Compliant advertising is a Snap – marketing on Snapchat


Compliant advertising really is a snap – so here are some of the key principles from ASA rulings to help you with your ads on Snapchat. [Click Here]

Making responsible ads like clockwork – marketing on TikTok

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Creating compliant advertising TikToks really can run like clockwork – so here are some of the key principles from ASA rulings to help you with your ads on this platform. [Click Here]



Influencing Responsibly - Webinars

Webinar #1 - Ad Labelling & Disclosure

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In this webinar, we focus on busting some of the myths around ad labelling and disclosure. [Click Here]

Webinar #2 - Targeting and placement


In this webinar we take a look at the rules around ad targeting and specifically how they apply to online influencers and celebrities. [Click Here]

Webinar #3 - Content


In this webinar we focus on the content itself and provide an overview of some of the areas where influencers should take particular care - including when to support claims with evidence and how influencers can run competitions in a fair and clear way. [Click Here]


AdviceOnline and Advertising Guidance

Our database of advice and formal guidance notes

Promotional Marketing Resources


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