Social Media Ad Rules Every UK Creator Must Know in 2025
If you're a content creator, influencer, or run an online business, you’ve probably posted an ad or two on Instagram, TikTok, or YouTube. But did you know there are strict rules you need to follow when you’re promoting a product or service?
Whether you’re doing paid partnerships or simply tagging a brand you love, not following the advertising rules could land you in hot water. Let’s break it down 👇
✅ What counts as an ad?
An ad isn’t just something you’re paid to post. It can include:
Paid sponsorships (money or gifts in exchange for a post)
Affiliate links (where you earn a % if someone buys through your link)
Brand collaborations or gifted items
Your own products or services
If there’s any benefit to you (even free stuff), the post needs to follow the ad rules.
📢 What are the UK rules?
In the UK, the Advertising Standards Authority (ASA) and Competition and Markets Authority (CMA) set the rules for ads.
Here’s what they say:
Be honest. You must clearly say when something is an ad.
Be clear. People should know straight away that the post is a promotion – not halfway through, not hidden in the hashtags.
Be fair. Don’t lie or exaggerate about a product or service.
🏷️ How do I label a post as an ad?
The easiest way? Say it up front.
Use clear labels like:
Ad
Advert
Sponsored
Paid partnership
Put it at the start of your caption or video – not hidden at the end or in a bundle of hashtags.
Not OK:
#spon
#affiliate
#gifted (on its own)
Those are too vague. Always spell it out clearly.
🤝 What if I wasn’t paid, but got free stuff?
Even if you only got a gift, or a discount, or early access to something – it still counts as a form of payment.
If you’re posting about it and there’s any kind of agreement (even a casual one) with the brand, you need to make it clear it’s an ad.
💼 What if I’m promoting my own business?
If you’re promoting your own product, service, course, or digital download – that’s still an ad.
It might seem obvious, but you still need to be honest, avoid overhyping, and not make false claims (like “This will make you £10k a month guaranteed!”).
❌ What happens if you break the rules?
The ASA can:
Ask you to remove your post
Name and shame you on their site
Report you to other regulators
If you're a repeat offender, it could affect your brand partnerships and even your business reputation.
🧠 Quick recap
Here’s what to remember:
Be honest and upfront
Label your ads clearly
Don’t hide disclosures
Free stuff still counts
Be truthful about what you’re promoting
👋 Need Help From an Accountant Who Gets the Creator Space?
I help UK-based content creators and online business owners like you:
Pay less tax
Stay compliant with HMRC
Set up limited companies
Structure income from brand deals, ad revenue, digital products and more
📞 Book your free call here — no pressure, just solid advice tailored to how you earn.