Advertising should look
like advertising.

Clear #ad labelling

All paid or gifted content is clearly labelled as advertising (#ad), in line with the rules where it runs. This includes relevant ASA/CAP and CMA guidance in the UK and FTC guidance in the US.

Disclosure should be prominent and understandable before someone engages with the content, not hidden among hashtags or behind a “more” link. We specify placement and any platform disclosure tools in the brief. A platform label does not automatically replace other required disclosures.

Shared responsibilities

Brands must supply accurate product information and evidence for claims. Creators must follow the agreed disclosure requirements and give honest views. We coordinate those requirements in briefs, contracts and approvals. Each party remains responsible for its own legal obligations.

No misleading claims

Performance, product and nutrition claims must be supported and permitted in the markets where the content runs. No guaranteed results, fabricated experiences or claims beyond the available evidence. Nutrition campaigns need particular care around health claims.

Local rules matter

Requirements vary by market, product and platform. We agree campaign-specific checks before publication and seek specialist advice where needed. This page is an explanation of our approach, not legal advice.

Our commercial offer is paid partnerships, not gifting-only arrangements. The disclosure principle still applies to any paid or gifted content.