Brand discount codes for influencers: how they work in the UK

What is an influencer discount code?

An influencer discount code is a short code, such as a name plus a number, that followers enter at checkout to get a discount or another perk. For the brand it does two jobs: it gives shoppers a reason to buy, and it shows which creator drove the sale.

Codes are popular because they are easy to say in a video or show in a story, and followers can use them even if they never click a link.

What is the difference between unique and shared codes?

• Shared codes are the same for everyone who uses them. They are simple to share, but if they spread to voucher sites, sales can be credited in ways nobody intended.
• Unique codes come from a pool, so each shopper gets a different code. They are harder to leak and easier to tie back to a source.
• Always-on or date-bound. Some codes run indefinitely; others only work between set dates, for example during a sale.

How are code sales tracked?

When a shopper enters a code at checkout, the brand's system records which code was used. If that code is assigned to you, the sale can be attributed to you. Many brands combine codes with tracked affiliate links, often through an affiliate network such as Awin, Impact or CJ, so both clicks and code uses can be credited.

Like link sales, code sales are usually checked before commission is approved. Returns and cancelled orders are typically declined.

Why do discount codes go stale?

A code shared once in a caption can live on long after the offer ends. Common problems include:

• Expired codes. A date-bound code stops working, but the old post still shows it.
• Changed offers. The brand changes the discount, and older posts show the wrong amount.
• Removed offers. The brand ends the partnership or the promotion, and followers hit an error at checkout.

Each of these can frustrate followers and cost you sales, and for brands it means incorrect codes circulating on social media.

How does CreatorLounge handle codes?

CreatorLounge is a global creator affiliate platform, founded in the UK. Brands can attach a single code or a pool of unique codes to an offer, and codes can be always-on or date-bound. Creators show those codes in their lounge alongside tracking links.

Brands build and manage their offers in their own portal and can add or remove them directly. That means followers see the codes and offers in your lounge rather than relying on old captions. You can browse current brand offers in the brand directory and read more on how the lounge works.

For creators, it is free to join. You keep 50% of the approved commission on every sale, with a £50 minimum payout. See the For Creators page.

Do you need to disclose discount codes?

Yes, if the code is part of a commercial relationship with the brand. The ASA's affiliate marketing guidance says advertising content, including affiliate content, should be clearly labelled with something like "#Ad" (ASA: affiliate marketing). The joint ASA and CMA guide covers influencer posts in more detail (ASA: Influencers' guide), and the CMA explains consumer law expectations for endorsements (GOV.UK: CMA guide for influencers).

A code that earns you commission or was given to you by the brand is a commercial link, so label the post clearly and up front.

Tips for using codes well

• Point people to one place. Say "my codes are in my bio" so followers always find the current one.
• Pair codes with links. Some followers click, some type a code. Offering both covers both habits.
• Check dates. If a code is date-bound, tell followers when it ends.
• Pick brands you trust. Codes work best when the product fits your content.

For the bigger picture, read our link in bio guide and how to earn affiliate commission as a UK creator.

Frequently asked questions