Q&As

Does a blogger need to make it clear that they are affiliated with a product and is receiving payment?

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Produced in partnership with Jude King of Facebook
Published on LexisPSL on 22/11/2017

The following TMT Q&A produced in partnership with Jude King of Facebook provides comprehensive and up to date legal information covering:

  • Does a blogger need to make it clear that they are affiliated with a product and is receiving payment?

Does a blogger need to make it clear that they are affiliated with a product and is receiving payment?

Yes, wherever there is a payment or any other reciprocal arrangement between a blogger and a brand, that commercial relationship must be made clear. The content should be clearly labelled and that label should be placed in a prominent position where readers will see it before they choose to engage with the content. Regardless of how consumers arrive at the content (even if it is via a labelled homepage or search listing), the labels highlighted in this note must be placed on the content page itself—you cannot rely on disclosures on other pages. See: Making ads clear: The challenge for advertisers and vloggers.

A key principle of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) is that ads should be obviously identifiable as

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