Is affiliate content advertising under UK rules?
Yes. The CAP Code, which the Advertising Standards Authority (ASA) enforces, applies to affiliate marketing. CAP's advice says that when an influencer includes an affiliate link or code, "they are acting as an advertiser since they are earning commission based on the interest they generate in a product" (ASA: Recognising ads, social media and influencer marketing).
It goes further: "any content referring to a product for which there's also an affiliate link/code, will count as advertising." On short formats such as social posts, the ASA is also unlikely to treat the affiliate part as separate from the rest. If a post shows and talks about a brand you are an affiliate for, the rules are likely to apply to the whole post (ASA: Online affiliate marketing).
Consumer law points the same way. The Competition and Markets Authority (CMA) says that whenever you have been incentivised to post, the content "must be clearly labelled as an advert or ad", and its list includes "affiliated links or programmes" and "discount codes" (GOV.UK: CMA guidance for content creators).
Which label should you use?
Use "Ad" or "#ad". CAP's advice says that, without evidence of a more effective label, "Ad" will usually be the most appropriate one, from gifted products all the way to brand collaborations.
You can add detail after it, as long as the ad label comes first. CAP says creators "are also free to include further information about the type of 'ad' the content is, provided it's clear that it's an 'ad' upfront". So "#ad, affiliate link" works, because "ad" leads and "affiliate" explains the type of ad.
The CMA lists acceptable labels as "ad", "advert", "AD", "advertising" and "advertisement".
Is "#affiliate" on its own enough?
No. This is where many creators go wrong. CAP's advice says that labels such as "aff", "sp" and "spon", and terms people are unlikely to read as advertising, "like 'affiliate'", are "also likely to be considered insufficient".
The ASA has ruled on it directly. In a 2020 ruling on an Instagram Story, the standalone label "*affiliate" was not enough for the Story to be recognisable as an ad, partly because it was hidden by the swipe-up button, and also because "the term 'affiliate' itself was not widely understood by consumers" (Asos.com Ltd, 22 April 2020, cited in ASA: Online affiliate marketing).
The CMA's list of words to avoid includes "#aff", "#affiliate", "#collab", "#gifted", "#spon" and "#sponsored". The ASA has also ruled that "#collab" was not clear enough, and that "a d/affiliate", with a space between the letters, did not work either.
Where should the label go?
Upfront. CAP says the ASA is likely to expect "a prominent 'ad' label upfront (which usually means 'at the beginning')", and that followers should recognise an ad "without having to click or otherwise interact with it".
In practice:
- Captions: put "Ad" or "#ad" at the start, not after the "more" cut-off or in a block of hashtags.
- Stories and video: put the label on screen where it is easy to see, and keep it clear of buttons, stickers and busy backgrounds.
- Platform tools: tools such as Instagram's "Paid partnership" label may help, but CAP notes they may not be enough on their own. If in doubt, add "#ad" as well.
- Every post: label each affiliate post, story frame or video separately. The ASA has treated stories that pointed to a code elsewhere as ads too.
Do discount codes and old posts count?
Yes. CAP's advice says a discount code alone does not make it obvious that a post is an ad, and the ASA has ruled against posts that relied on a personal code. It has also ruled that a post with an expired affiliate code was still an ad, because the code came from a commercial agreement. So label code posts, and do not rely on the code to explain itself.
What about your link in bio?
A link in bio page full of tracked brand offers is commercial, so it helps to say so on the page itself, for example "Ad: affiliate links and codes, I earn commission on sales". You still need to label the posts and stories that send people there.
CreatorLounge is a global creator affiliate platform, founded in the UK. Your lounge holds the brand offers and codes you choose, in one link in bio page. It is free to join, and you keep 50% of the approved commission on every sale, with a £50 minimum payout. See the For Creators page.
If you create for audiences outside the UK, check the advertising rules in those countries too, as they can differ.
Related guides
- Link in bio for affiliate links: a UK creator's guide
- How to earn affiliate commission as a UK creator
- Brand discount codes for influencers: how they work in the UK
The full official guidance is in the ASA and CMA influencers' guide. This guide is a summary, not legal advice.
Frequently asked questions
Can I just use #affiliate?
Not on its own. The ASA's advice says "affiliate" is likely to be insufficient, and it ruled a standalone "*affiliate" label was not enough in 2020. Use "#ad", optionally followed by "affiliate link".
Is "#ad, affiliate link" acceptable?
Yes. ASA guidance lets you add detail about the type of ad, as long as it is clear upfront that the content is an ad.
Where should I put #ad?
At the beginning of the caption or clearly on screen, so followers see it before they click or scroll.
Do I need to label posts with only a discount code?
Yes, if the code is tied to a commercial deal such as commission. The ASA does not accept a code as a label in itself.
Is the Instagram Paid partnership tool enough?
It may help, but the ASA says it may not be enough on its own. Adding "#ad" at the start is the safer choice.
Does CreatorLounge cost anything?
No. CreatorLounge is free for creators. You keep 50% of approved commission, with a £50 minimum payout.