Last updated: 6 October 2026.
The #ad rules UK creators must follow are simple at heart: if you are paid, gifted or otherwise rewarded for a post, label it clearly as advertising before anyone engages with it. The Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) both say the safest label is a plain “Ad” placed upfront, and since April 2025 the CMA can issue fines directly for hidden advertising.
This guide covers which rules apply, which labels work, gifts, affiliate links and brand responsibilities. It is general information, not legal advice; for a specific deal, check the official guidance linked below or speak to a solicitor.
What are the #ad rules in the UK?
Two overlapping sets of rules apply: the advertising code enforced by the ASA, and consumer protection law enforced by the CMA and Trading Standards. Both require commercial content to be obviously identifiable as advertising.
The CAP Code (ASA)
The CAP Code covers non-broadcast ads, including social media. Rule 2.1 says marketing communications must be obviously identifiable as such, and rule 2.3 says they must make their commercial intent clear if it is not apparent from the context.
The ASA treats a creator’s post as an ad under its code when a brand has paid you (in money, products or perks) and had some control over the content, such as approving it or setting key messages. Affiliate content that earns you commission also counts.
Consumer protection law (CMA)
The Digital Markets, Competition and Consumers Act 2024 (DMCC Act) bans using editorial content to promote a product when a trader has paid for the promotion without making that clear. That provision has applied since 6 April 2025.
The CMA’s guidance for content creators defines payment broadly: money, commission, discounts, free or cheap loans and gifts of any product all count. So an unlabelled gift can break consumer law even if the brand had no say over your post.
Which labels count as a clear ad?
Use “Ad”, “Advert”, “Advertising” or “Advertisement”, with or without a hashtag. The ASA and CMA both warn that vaguer terms confuse audiences.
| Use these | Avoid these on their own |
|---|---|
| Ad / #ad | #sp, #spon, #sponsored |
| Advert / #advert | #gifted, #gift |
| Advertising / Advertisement | #aff, #affiliate |
| Ad feature | #collab, #PRTrip |
| A clear, prominent platform label (e.g. “Paid partnership”) | “In association with”, “Made possible by”, “Funded by” |
The ASA’s advice on recognising ads on social media adds that labels must be noticeable before people engage. A lone #ad buried among 20 hashtags, or hidden after “See more”, does not meet the standard.
Where should the ad label go?
At the very start, so people see it before they read, watch or click. If viewers have to scroll, expand a caption or check your bio to find out a post is paid, the disclosure is not upfront enough.
- Feed posts and carousels: start the caption with “Ad” and label the image or first slide. The CMA says every carousel item with promotional messaging should be labelled.
- Reels, TikToks and YouTube videos: show “Ad” on screen from the start and say it out loud. The CMA says video and podcast ads should be disclosed at the beginning.
- Stories: label every frame that is part of the ad, as viewers often tap in midway.
- Livestreams: label the stream title and repeat the disclosure verbally for people who join late.
Check the label on a phone in light and dark mode. Small white text on a pale background is easy to miss, and the ASA judges what an ordinary viewer would notice.
Do gifted items need #ad?
In practice, yes. The CMA treats free products as payment and lists “#gifted” as a label that is not clear enough on its own.
If a brand sent you a product and also approved your post or asked for specific wording, it is an ad under the CAP Code. If the gift came with no strings and you chose to post, the ASA may not class it as an ad under its code, but consumer law still requires you to be upfront about the relationship. Using “Ad” in both cases keeps you safe under both regimes. The same logic applies to PR trips, free meals, event tickets and long-term product loans.
How do affiliate links and discount codes work?
Any post with an affiliate link or personal discount code that earns you commission is advertising and needs an upfront “Ad” label. “#aff” in small print is not enough.
This applies even if you bought the product yourself and love it, because the commission creates a commercial interest. A simple approach is “Ad” at the start of the post plus a short line near the link, such as “I earn commission if you buy through this link.”
What about promoting your own brand?
Your own products are marketing too, so the post itself must make that clear. The ASA says followers should not need to check your bio or know your other content to realise you own the brand.
A line such as “My new candle range – it’s my brand” at the top of the caption works. TikTok’s content disclosure setting has a “Your brand” option for this, which shows a “Promotional content” label.
Are platform tools like “Paid partnership” enough?
Often, but not always. The ASA says a tool such as Instagram’s “Paid partnership” label may be sufficient if it is upfront, clear and prominent, but you should add your own “Ad” label if there is any doubt.
- Instagram: the paid partnership label tags the brand and shows “Paid partnership” above the post.
- TikTok: the content disclosure setting offers “Branded content” (shows “Paid partnership”) and “Your brand” (shows “Promotional content”).
- YouTube: ticking the paid promotion box in YouTube Studio shows viewers a disclosure message for the first 10 seconds.
What are brands responsible for?
Brands share responsibility. The CMA’s guidance for brands says a business may be held responsible for misleading content published on its behalf and should act, not ignore it, when posts are wrongly labelled.
- Put disclosure in the contract: require “Ad” or “Advert” upfront, plus the platform label.
- Brief gifted creators in writing: explain that resulting content should be labelled as advertising.
- Monitor live posts: ask for fixes quickly when labels are missing, and keep records.
- Drop repeat offenders: the CMA warns that continuing to use creators who repeatedly fail to label content exposes you to risk.
Vet creators before paying them, too. Our engagement rate calculator and guide to what a good engagement rate looks like help you judge whether an audience is genuinely active.
What happens if you break the rules?
Consequences range from public naming by the ASA to substantial CMA fines, and the risk rose sharply when the DMCC Act’s enforcement powers began on 6 April 2025.
| Regulator | What it can do |
|---|---|
| ASA | Publish rulings, require changes, list repeat offenders on its non-compliant influencers page, run ads highlighting their non-compliance and refer them to other regulators. |
| CMA | Decide for itself whether consumer law has been broken, order changes and impose fines of up to 10% of global turnover or £300,000, whichever is greater. |
| Trading Standards | Enforce consumer protection law locally, including through the courts. |
The penalty figures come from the CMA’s page on how it uses its direct consumer enforcement powers. Its creator guidance also warns that creators who fail to label ads may face a substantial fine.
Examples: do’s and don’ts
| Situation | Don’t | Do |
|---|---|---|
| Paid Reel for a skincare brand | Caption ends “…link in bio #spon” | “Ad” on screen from the first second, “Ad |” to start the caption, paid partnership label on |
| Gifted trainers, no brief | “#gifted, obsessed!” | “Ad – gifted by [brand]. Honest first impressions below.” |
| Affiliate link in Stories | “#aff” on the last frame only | “Ad” on every frame with the link |
| Discount code on TikTok | Code at the end, no label | Content disclosure on, “Ad” said at the start |
Clear labelling needn’t hold back your growth. Engaged audiences are built on trust, which is what brands pay for. For broader habits, see our guide to growing your social media presence, and use our Instagram money calculator for a rough idea of what your account could earn.
Frequently asked questions
Do I need #ad if I bought the product myself?
Not if there is no commercial relationship. If you paid for it and use no affiliate link or code, it is your own opinion. Once a link or code earns you commission, it is an ad.
Is #ad at the end of my caption enough?
No. The label must be upfront and visible before people engage, so put it at the start of the caption and on the content itself.
Is “#gifted” acceptable in the UK?
Not on its own. The CMA lists #gifted among labels that are not clear enough. Use “Ad” and, if you like, explain that the item was gifted.
Can creators be fined for not labelling ads?
Yes, potentially. The CMA warns creators they may face a substantial fine, and since 6 April 2025 it can impose penalties of up to 10% of global turnover or £300,000, whichever is greater.
Does the paid partnership label replace #ad?
It can if it is clear and prominent. The ASA recommends adding your own “Ad” label whenever the platform label could be missed.
Honest labelling and strong social proof work well together. If you want your content to start from a stronger position while you build partnerships the right way, explore our Instagram growth services or read how StreamElevate works.