This guide helps influencers, creators, agencies, agents and brands understand when content needs to be disclosed as advertising and how to do so clearly. It includes practical advice, visual examples and guidance on affiliate marketing.
Clear disclosure benefits everyone. Audiences tell us they want greater transparency about commercial relationships, and being upfront about advertising helps build trust and credibility, supports informed consumer choices, and strengthens confidence in influencer marketing.
First published in 2018 and now in its fourth edition, the guide has been developed in collaboration with the Competition and Markets Authority (CMA) and industry stakeholders.
What the guide covers
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When influencer content needs to be disclosed as advertising.
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What counts as a payment, incentive or commercial relationship.
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Affiliate marketing disclosure requirements.
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How to label advertising clearly.
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Examples of good practice.
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What can happen when advertising isn't properly disclosed.
What's new in the 2026 edition
We've updated the guide to reflect recent changes in consumer law and new research into how people recognise influencer advertising.
This edition includes:
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New information on fake consumer reviews.
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Updated guidance following the Digital Markets, Competition and Consumers Act (DMCC Act).
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Information on the enforcement powers and penalties available to the Competition and Markets Authority (CMA).
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Practical suggestions to help improve transparency.
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Insights from consumers explaining why clear ad disclosure matters to them.