The scoop
The Advertising Standards Authority's guide explains when influencer content counts as advertising, what counts as payment or a commercial relationship, how to label ads clearly and the rules for affiliate links.
The fourth edition, published on 23 October 2026 with the Competition and Markets Authority, reflects recent consumer law changes and adds new information on fake consumer reviews.
How to claim it
- 1
Read the guide on the ASA website.
- 2
Check the affiliate marketing section if you use discount codes or links.
- 3
Update your caption templates to match the new edition.
Who qualifies
- Anyone
- Applies to ads seen by UK audiences