UK rules for advertorials and sponsored content: what the ASA and CMA expect

• CAP Code rule 2.1: marketing communications must be obviously identifiable as such.
• Rule 2.3: they must not pretend to come from a consumer, and must make their commercial intent clear.
• Rule 2.4: marketers and publishers must make clear that advertorials are marketing, for example by heading them "Advertisement feature".
• Consumer law, enforced by the CMA, which since 2025 can fine companies directly.

The ASA says these are very likely to work, shown upfront and prominently, with or without a "#": "Ad", "Advert", "Advertising", "Advertisement", "Advertisement feature" and "Ad feature".

No. This is where the UK differs from the US and India. The ASA advises against "Sponsored", because people read it in different ways, and against "Gifted", "Supported by", "Funded by", "Thanks to [Brand] for making this possible", "#sp" and "#spon".

If you sell or buy placements across countries, "Advertisement" or "Ad" is the label that works in the UK, the US and India alike.

Under rule 2.4, the publisher shares responsibility. Head the piece "Advertisement feature" or similar, make it visible before people start reading, and make the piece look different enough from editorial that readers can tell. Mark paid links rel="sponsored", as Google expects.

The CMA's guide for influencers applies to anyone who gets a free or discounted product, a payment, commission or any other incentive, whatever their follower count. The ASA and CMA guide says the label must be upfront: not only in a bio, at the end, or among hashtags. Platform tags help but don't replace your own label.

Since 6 April 2025, under the Digital Markets, Competition and Consumers Act 2024, the CMA can decide on its own that consumer law was broken and fine a company up to 10% of its global turnover, without going to court first. Hidden advertising is a consumer-law issue, so this raises the stakes for brands and publishers alike.