What UK ASA Influencer Marketing Guide (Third Edition, March 2023) requires
The UK Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) Influencer Marketing Guide (Third Edition, March 2023) applies the CAP Code to influencer marketing content on social media and other digital platforms in the United Kingdom. The Guide requires that marketing communications be obviously identifiable as such (CAP Code rule 2.1), that their commercial intent be made clear (rule 2.3) and that they not falsely claim or imply that the marketer is acting as a consumer (rule 2.4). Material disclosure is triggered whenever there is any material connection between the influencer and the brand, including monetary payments, free products or services, affiliate links and commissions, family or employment relationships, or any brand control over content. The Guide identifies recommended prominent labels such as #ad, Ad, Advert and Paid Partnership, and treats vague or buried disclosures (including #ambassador without context, or disclosures hidden at the end of a long hashtag chain) as inadequate. Section 3 of the CAP Code on misleading advertising applies in parallel where claims about products or services are made. The Guide is being aligned with the Digital Markets, Competition and Consumers Act 2024 enforcement by the CMA.
Pillar: Creative, Content & Media IP · Authority: Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP), United Kingdom · Version: 1.0.0 · Last updated:
Primary source: https://www.asa.org.uk/advice-online/recognising-ads-social-media.html
SHA-256 integrity: 27965c61a1664b95a388b7fded5b8ccd850b5d7f6837f9d55450588afb3767c4
Primary Citations — 9 traced to source
- ASA / CAP Influencer Marketing Guide (Third Edition, March 2023) - definition of material connection
- CAP Code Section 2 (Recognition of Marketing Communications) - obvious identifiability requirement applied to influencer content
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