ASA guidance

 Advertising Standards Authority (ASA) resources on influencer marketing to help marketers and influencers get it right and avoid a run-in with the UK’s independent advertising regulator. 

IMTB governance Influencer Marketing Trade Body
IMTB Influencers' guide to making clear that ads are ads

Influencers' guide to making clear that ads are ads

A comprehensive guide to ad labelling and disclosure, written in collaboration between the ASA with the Competition and Markets Authority (CMA). This 'Influencers' guide' sets out: What the relevant rules are. How to make clear ads are ads. Who enforces what.

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Influencers' cheat sheet

Some top tips for declaring ads on social media and the key things to bear in mind.

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IMTB better governance Influencer Marketing Trade Body
IMTB Is my post an ad and do I need to label it?

Is my post an ad and do I need to label it? 

Here's an easy-to-follow flow chart to help you decide whether your post needs an ad disclosure.

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#Ad(vice) – Making clear that an ad is an ad

General guidance to help you ensure your influencer marketing, at least insofar as it is covered by the ASA, is ‘obviously identifiable’.

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#Ad(vice) – Making clear that an ad is an ad
IMTB Clarity for Consumers: why #ad is essential in paid influencer posts

Clarity for Consumers: why #ad is essential in paid influencer posts

The ASA conducted research to see whether or not people understand when a social media influencer is advertising to them. The key takeaway from the research is that ads should be disclosed and clearly labelled - with 'ad' or '#ad' used at a minimum.

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Affiliate marketing infographic

Take note of the four key items both brands and influencers need to know about disclosing affiliate marketing.

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IMTB Affiliate marketing infographic

How many followers makes a celebrity? Medicines and influencer marketing

What factors does the ASA take into account when evaluating the point a person can be considered to exert sway over an audience and could unduly influence and encourage the consumption of medicinal products.

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Making responsible ads like clockwork – marketing on TikTok

The rules in the CAP Code are largely media neutral. The same rules and principles that apply in other media are equally applicable to advertising on TikTok. This overview shares the key principles from ASA rulings to help you with your ads on this platform.

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