UK influencer marketing is regulated by the ASA (Advertising Standards Authority) and the Competition and Markets Authority. Paid posts, gifted items, and affiliate arrangements must be clearly labelled as advertising. The CAP Code requires "#ad" or equivalent disclosure.

• All paid/gifted posts must be labelled "#ad" or "Advert" at the start
• Gifted items worth significant value also require disclosure
• CMA has enforcement powers against undisclosed advertising
• Content creator retains copyright unless transferred in writing
• Exclusivity clauses can significantly affect creator's income — negotiate carefully

Legal reference: ASA CAP Code; CMA Consumer Protection from Unfair Trading Regulations 2008; CPRS 2008