New Influencer Guidelines

I’m sure you have all heard about the new guidelines from the CMA (Competition and Markets Authority) for Ads over on platforms like Instagram, YouTube etc and the changes that must come into play.

Many of you including the influencers themselves were left confused when the new guidelines were released.

In today’s blog post we’re going to delve in a little deeper and discuss the new guidelines in more detail to give you all more of a clear view of what the future holds for Ads over on these huge social platforms. So, let’s get started:

ASA: The Advertising Standards Authority (ASA) is the UK’s advertising regulator. The role of the ASA is to make sure that the ads across the UK stick to the advertising rules.

CMA: The Competition and Markets Authority (CMA) is the UK’s primary competition and consumer authority. They are an independent non-ministerial government department. If they have concerns that a market or business practice may be harming consumers, they will investigate and take legal action to stop it.

CAP: The Committee of Advertising Practice (CAP), members represent advertisers, media owners and agencies. Their main responsibilities are to make sure ads are responsible. They act against ads that are misleading, harmful or offensive advertising and provide advice to businesses to get their ads right.


What exactly is an “Ad”?  Clarified by the ASA, CMA and CPA, an Ad is content that you have been paid to create – this includes gifting. If you have been gifted a product from a company, even though no payment has been made to create the content, this still needs to be stated as an Ad. Apparently, even if you worked with a brand 2 years ago on a paid collaboration and you purchased for example a pair of jeans from the same brand with your own money, this would still be classed as an Ad. Even if it’s not a collaboration, because you worked with that brand a few years ago you still need to state it as an ad. (confusing I know)

How do we make ads clear? You and the brand have a duty of care to ensure that the content you produce together is declared correctly and clearly. Many bloggers, influencers, celebrities and reality stars are still not labelling their ads correctly. You need to state at the beginning of every ad post that it is an ad, whether that’s gifted, paid collaboration or if you’re on an ambassador for the company including any affiliate marketing.

Where can I find more information regarding the new laws and regulations: Click here to read a more in-depth guideline of all the new regulations.

Although it’s still a confusing time, just make sure that you are declaring your content that are ads. (Gifted, affiliate marketing, paid partnerships) all need to be declared as an ad at the beginning of the post. The last thing you want is to receive a hefty fine by not abiding by the rules.

In my opinion this wouldn’t have been an issue if everyone had disclosed in the past if their posts were ads are not. Although some influencers do this, it’s more the celebrities and reality stars that may have ruined it for everyone. I am all for disclosing ads as payment but is it really an ad if it’s gifted? I agree that we should be seeing if people are being gifted the items, but I wouldn’t class this as a form of payment. I mean you can’t pay your rent with a pair of shoes, can you?  I rest my case!


Victoria Thompson - Account Executive & blogger extraordinaire