“Ad” up front
Paid or gifted posts should be labelled clearly and prominently, not hidden in hashtags.
Influencer marketing • United Kingdom
Influencer marketing for UK brands
Creator campaigns for UK brands where audience fit comes first, every paid post is clearly labelled, and the content keeps working as ads after it goes live.
Marketing in the UK
UK influencer rules in practice.
The ASA and CMA are active on influencer marketing. In practice that means:
Age-restricted categories
Alcohol ads must not feature people who are, or look, under 25, and gambling has its own audience rules.
Claims
Creators can’t make claims the brand couldn’t prove itself.
Working together
Our India-based team works with UK clients through planned overlap hours, asynchronous updates and scheduled calls. India is 4.5–5.5 hours ahead of the UK, so your mornings overlap with our afternoons.
How we run UK creator campaigns
Fit over follower count. Audience location and age, engagement quality, content style and brand safety, reviewed before we recommend anyone.
Briefs with guardrails. Key messages, claims to avoid, labelling requirements and category rules, with room for the creator's own voice.
Coordination in shared hours. Outreach, contracts, drafts and approvals run through shared trackers in overlapping UK/India hours.
Amplification. Top posts run as partnership ads in your Meta account, with permissions agreed in the contract.
If you mainly need ad creative rather than a creator's audience, UGC is usually more efficient. See our core influencer marketing service. General context, not legal advice. Check current rules with your own advisers.
Example scenario (illustrative)
A UK craft-drinks brand wants an influencer launch. Creators are vetted to make sure they're over 25 and look it, briefs follow the CAP alcohol rules (no suggestion that drinking improves social or sexual success), every post carries an upfront "Ad" label, and usage rights allow the top posts to run as partnership ads for three months.
What we do
Creator campaigns for the UK.
Campaigns include:
Discovery and vetting
Fit, engagement quality and brand safety.
Contracts
Deliverables, usage and exclusivity in writing.
Briefs and approvals
Messages, claims and “Ad” labelling.
Amplification
Partnership ads from top posts.
Reporting
Reach, engagement quality and attributed outcomes.
How it works
How a campaign runs.
Goal
Audience, budget, success measures.
Shortlist
Vetted creators with reasons.
Brief
Messages, labelling and usage.
Launch
Live, monitored and amplified.
FAQs
UK influencer questions.
How should influencer ads be labelled in the UK?
Clearly and upfront, typically with “Ad” or “#ad” at the start, or the platform’s paid-partnership tool plus a clear label, in line with ASA and CMA guidance.
Do gifted posts need labelling?
If the brand has control over the content or there’s a commercial relationship, gifted posts generally need to be identified as advertising or a commercial relationship disclosed.
Can you run alcohol influencer campaigns?
Yes, with extra care: creators must not be, or appear to be, under 25, and content must follow the alcohol rules in the CAP Code.
Next step
Find creators your customers trust.
Share your audience, product and budget, and we’ll propose creator profiles.
plan a creator campaign ↗