The ‘Influencers’ guide to making clear that ads are ads’ is a best-practice guide on how to ensure that advertising content posted by influencers is clear about what it is.  While it’s written with an influencer’s perspective in mind, the guidance is also useful for brands and agencies.

It is intended to provide the reader with a good understanding of the laws and rules that apply to them and how to make sure that they are following those rules for the benefit of their audience and the wider influencer marketing industry.

This 'Influencers' guide' sets out:

  • What the rules are.
  • When content should be disclosed.
  • Advice around affiliate marketing.
  • How to make clear ads are ads.
  • Visual examples of best practice.
  • What happens if content isn’t disclosed.

CAP and the CMA partnered to publish the first edition of this influencer guidance on 28 September 2018 and, following the ASA's research on ad labelling, published the second edition on 2 February 2020.  Considering the learning from various ASA rulings and CMA work in this area, as well as feedback from key industry stakeholders, the third edition was published on 23 March 2023.

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