#Ad or it didn’t happen: the UK influencer disclosure rules, simply explained
‘Gifted’, ‘sponsored’ and a discount code aren’t enough. What the ASA says counts as a clear ad label, where it has to go, and who’s responsible.
The ASA’s guidance on recognising ads on social media was updated in August 2026 [1]. The principle hasn’t changed: if a brand has paid for or controls content, people must be able to tell it’s an ad before they engage with it.
Labels that work
The ASA prefers labels that say what it is: “Ad”, “Advert”, “Advertising”, “Ad feature” or “Advertisement feature”, with or without a hashtag [1].
Labels that don’t, on their own
“Sponsored”, “Supported by” or “Funded by” [1]
“Gifted”, “In association with” or “Thanks to” [1]
#BrandAmbassador and similar tags [1]
“aff”, “sp” or “spon” [1]
A discount code or brand tag without an ad label [1]
Where the label goes
Early and obvious: at the start of the post where possible, and visible before someone clicks “see more” or starts watching a video. Hiding it in a pile of hashtags or in low-contrast text doesn’t count [1].
Gifts and affiliates
If a creator received the product or any other incentive, or earns commission through a link or code, the content is advertising and needs labelling [1].
Who’s responsible
Both the brand and the creator. The ASA can act against either [1][2]. So write the disclosure into every contract and brief, check posts before they go live, and keep a record. It protects your brand and the creators you work with.
Sources
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