Guidance

Social media endorsements: guidance for content creators

How content creators and influencers must label gifted, discounted and promotional content on social media, to comply with consumer protection law.

• From: Competition and Markets Authority
• Published: 23 January 2019
• Last updated: 3 September 2025 — See all updates

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Social media endorsements: guidance for content creators

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Details

This guidance covers: 

• telling your audience when you have a direct business connection with a brand 

• why you need to be honest when creating social media content on any channel 

It applies to you if you’ve received a product for free or at a discounted rate (or received other incentives, such as direct payment or commission) in connection with your social media accounts, no matter how many followers you have.  

“Product” covers goods, services and digital content.

These rules also apply when posting about your own brand or products on personal social media accounts.

For more information, see:

• the joint ASA / CMA influencers’ guide to making clear that ads are ads  

• the CMA’s fake reviews guidance 

• the CMA’s case finder, for detail on previous and ongoing casework

Published 23 January 2019

Last updated 3 September 2025 + show all updates

1. 3 September 2025

   Guidance on online reviews and social media endorsements updated and references to DMCC Act 2024 added.

2. 28 August 2025

   Guidance updated following DMCC Act 2024.

3. 3 November 2022

   Updated guide published.

4. 23 January 2019

   First published.