Evidence for claims
The ASA expects documentary evidence for objective claims, so “it cleared my skin” needs the same care as any other ad claim.
UGC • United Kingdom
UGC for UK brands, built for testing
Creator-style videos for UK brands, scripted around real buyer objections, produced with several hooks per video, and checked against the ASA’s expectation that claims can be proved.
Marketing in the UK
UGC under UK rules.
What UK brands need to plan for:
Labelling
Content posted by creators for payment or free product must be clearly labelled as an ad.
Category restrictions
Food and drink, alcohol, gambling and health products have additional rules that apply to UGC too.
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.
Our UGC process for UK brands
Objections into angles. Reviews, returns reasons and support tickets become script angles: problem-solution, demo, comparison, unboxing, testimonial-style.
Creators sourced to the market. We source creators based on campaign requirements and target market, and you approve the shortlist.
Several hooks per video, so one shoot gives multiple testable ads for Meta.
Usage rights in writing. Organic, paid and partnership-ad usage and duration, agreed before filming.
Claims checked. Scripts are reviewed for claims you can substantiate, and for category restrictions such as the online HFSS rules if you sell food or drink. General context, not legal advice. Check current rules with your own advisers.
Delivery rhythm
Briefs and approvals happen in shared UK/India hours; edits are delivered overnight, ready for your team's morning review.
See our core UGC service, what UGC is and how to brief UGC creators.
What we do
UGC for UK brands.
Each batch includes:
Angles and scripts
Objection-led scripts with multiple hooks.
Creator sourcing
Creators sourced to the brief and market, approved by you.
Claims review
Substantiation and category checks.
Editing
Platform-ready cuts and captions.
Usage rights
Organic, paid and partnership terms in writing.
How it works
From brief to ready-to-run.
Brief
Product, buyer, approved claims.
Cast
Creator shortlist.
Produce
Scripts, filming guidance, edits.
Test
Results shape the next batch.
FAQs
UK UGC questions.
Does UGC need to be labelled as an ad in the UK?
If a creator posts it on their own account in return for payment or free product, yes, it must be clearly identifiable as advertising. Content you run as your own ads is already clearly advertising, but claims still need evidence.
Can you source UK-based creators?
We can source creators based on campaign requirements and target market, including UK-based creators where the brief needs them.
How many videos should a UK brand start with?
Enough to test several distinct angles; we recommend a first batch based on your ad spend and goals.
Next step
Start with one tested batch.
Tell us the product and buyer, and we’ll propose angles and creator profiles.
get a UGC plan ↗