Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
If you are an influencer, or a brand/agency working with one, and have a question around whether a piece of social media content is advertising that needs be disclosed as such, please use our self-help tool below.
Influencer marketing is not restricted to social media, but it’s the most popular media for influencers. Research tells us that social media users can find it difficult to tell apart advertising content from non-advertising content in this space, especially, but not only, when influencers use the same editorial style for both types of content. In part because of this context, it’s especially important for those involved in influencer marketing to take particular care to ensure their advertising is obviously recognisable as such.