Guidance

Content creators and social media endorsements

Information for content creators on complying with consumer protection law when endorsing products, brands or services on social media.

• From: Competition and Markets Authority
• Published: 23 January 2019
• Last updated: 3 November 2022 — See all updates

Documents

Hidden ads: Being clear with your audience

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Details

This guide provides updated advice for content creators/influencers about how to label commercial content to comply with consumer protection law. It covers practices such as disclosing when there is a direct business connection with a brand and the importance of upfront, prominent disclosures when posting reels, stories or other video content.

For more information, visit:

• Compliance principles for social media platforms
• Business and social media endorsements
• Social media endorsements investigation

Published 23 January 2019

Last updated 3 November 2022 + show all updates

1. 3 November 2022

   Updated guide published.

2. 23 January 2019

   First published.