UK ASA influencer disclosure: how to label ads
Short version: Put “Ad” or “#ad” at the very start of every sponsored or incentivised post, on every format, and do not rely on “Sponsored”, “Collab” or “Gifted” alone.
In the UK, influencer posts that are ads must be obviously identifiable as ads. The rules sit in the CAP Code, which the Advertising Standards Authority (ASA) enforces, and since April 2025 the Competition and Markets Authority (CMA) can also act directly against hidden advertising under consumer protection law. This guide covers when to disclose, what to write, where to put it and what changed. For the US position, see our FTC disclosure checklist.
When do you have to disclose?
The ASA and CAP look at whether a brand has paid or rewarded the creator and whether the brand had some control over the content. In practice, label a post as an ad if any of these apply:
- You are paid, or earn commission or affiliate revenue
- You receive free products, trips, discounts or other incentives tied to the post
- You are personally or commercially connected to the brand, including promoting your own products or services on your own channels
- The brand has approved, directed or had a say in what you publish
If you are not sure whether a post counts as an ad, treat it as one and label it. The cost of an unnecessary label is far lower than the cost of a ruling.
What should the label say?
Use a clear, plain label. “Ad” or “#ad” is the standard. Platform tools such as a paid-partnership label can help, but they work best alongside your own wording rather than instead of it. Research the ASA published in February 2026 found that many people struggle to spot influencer ads, and that labels such as “Ad”, “Paid Partnership” and “Commission Paid” were seen as the clearest. Ambiguous or shorthand labels performed worse.
CAP’s influencer guidance advises against relying on labels such as “Sponsored”, “Spon” or “Sp”, “Collab”, “Affiliate”, “Gift” or “Gifted”, “In partnership with”, “In association with” and “Supported by” on their own. Note that this differs from US practice, where “Sponsored” is commonly accepted. If you want to add detail, put “Ad” first and the detail after it, for example “Ad – gifted”.
Where should it go?
- At the start. The label should be seen immediately, not after a “more” link or a block of text.
- Not buried in hashtags. A #ad at the end of a long hashtag list is the classic mistake.
- On every piece of content. Label each post, story frame, reel and cross-post. Do not assume one label covers a whole campaign.
- In the video itself. For video and live content, say it and show it at the start, and repeat it for longer content. A line in the description is not enough.
- In the post, not the bio. A pinned comment or profile note does not replace a label on the content.
What changed with the DMCC Act?
The Digital Markets, Competition and Consumers Act 2024 came into force on 6 April 2025. It lets the CMA enforce consumer protection law directly, without going to court first, and it lists hidden advertising among the banned practices: paid, endorsed or incentivised content that is not disclosed as an ad. The CMA can impose fines of up to the higher of £300,000 or 10% of global annual turnover on businesses that break the rules, and it can act against brands, agencies and creators. The CMA said it would focus first on the clearest breaches that harm consumers.
The ASA remains the main body for advertising content standards. It cannot fine, but its rulings are published, and it can require content to be changed or removed. Treat the two regimes as cumulative: follow the CAP Code and assume the CMA is watching too.
Who is responsible, the creator or the brand?
Both. Creators are responsible for how they label their own posts. Brands and agencies are expected to brief creators clearly, check posts and act when something is wrong. Put this in writing: our influencer contract template includes a disclosure clause, and our contract red flags guide explains how one-sided compliance terms cause trouble.
Pre-publish checklist
- “Ad” or “#ad” is the first thing in the caption or on screen
- The platform’s paid-partnership tool is switched on where one exists
- No label relies only on “Sponsored”, “Collab”, “Gifted”, “Affiliate” or similar
- Every story frame, reel and cross-post carries its own label
- Video and live content disclose in the video itself
- Product claims are accurate and the brand has supplied evidence for them
- You have screenshots of the live post and label, with the date
- If the audience may include children, extra care has been taken with both content and disclosure
Where to check the current rules
Guidance gets updated, so check the source before every campaign. The ASA publishes its labelling guidance for influencers at asa.org.uk, and the CMA publishes its consumer protection guidance on gov.uk.
How Kitscore treats disclosure
Disclosure habits feed the brand-safety component of a Kitscore Trust Score, so creators who label consistently build a more credible record. See the methodology.
Build a record sponsors can trust. Creators can create a free Kitscore profile and verified media kit that shows their disclosure and delivery history.
Frequently asked questions
Is #ad enough in the UK?
Usually yes, if it is clear and upfront, such as “Ad” or “#ad” at the start of the caption. It should not be buried among other hashtags or hidden behind a “more” link, and video should disclose in the video itself.
Do I need to disclose gifted products?
Often yes. If a brand gave you a product or experience and you post about it, especially where the brand has had a say in the content, treat the post as an ad and label it. If you are unsure, label it.
Is “Sponsored” an acceptable label in the UK?
CAP’s guidance advises against relying on “Sponsored” and similar terms on their own. “Ad” or “#ad” is safer, and you can add detail after it.
Who is responsible, the creator or the brand?
Both can be. Creators must label their own posts, and brands and agencies are expected to brief, monitor and correct the creators they work with.
Does the DMCC Act replace the ASA’s rules?
No. The ASA still enforces the CAP Code on advertising content. The DMCC Act gives the CMA additional direct enforcement powers, including fines, for hidden advertising.
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This guide is general information about creator sponsorships, not legal advice. For anything with real money or legal exposure, check with a qualified professional in your jurisdiction.