CAP Code

The CAP Code governs advertising in the UK outside television and radio, which includes creator content. Its central demand is that an advert has to be obviously identifiable as one. In practice, if a brand paid you, sent the product with strings attached, or had approval over what you said, the disclosure needs to be upfront and unmissable. A label buried under a "more" fold or lost in a wall of hashtags has repeatedly failed that test. Rulings get published with the creator's name on them. That is the part that stings. The Code sits alongside consumer protection law, so satisfying one does not settle the other.