Influencer brief with UK disclosure wording
A brief you can send a creator that will not get either of you an ASA ruling — with the acceptable label wording, where it has to go, and the approval clause that decides whether the CAP Code applies at all.
Fills in 7 live specifications on download · newest verified 2 October 2026
Preview
# Influencer brief
**Brand:**
**Campaign:**
**Creator:**
**Fee / consideration:** _(include gifted product, loans, travel and hospitality — all of it counts)_
**Live date:**
**Deliverables:**
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## Non-negotiable: how this must be labelled
CAP Code rule 2.1: "Marketing communications must be obviously identifiable as such." (verified 2 Oct 2026)
**Use one of these labels:** "Ad", "Advert", "Advertising", "Advertisement", "Advertisement Feature" — with or without a hashtag. (verified 22 Sept 2026)
**Do not use:** "Sponsorship", "Sponsored", "Gifted", "Supported by", "Funded by", "In association with", "Thanks to [brand]", @-mentioning the brand alone, and the abbreviations "aff", "affiliate", "spon" and "sp". (verified 22 Sept 2026)Shortened for the page. The download is the complete file with every specification filled in and dated.
