A disclosure checklist for affiliate links and free product
What creators must say, and how to check it before a post counts.
In the UK, a post that carries an affiliate link or a discount code that earns commission is advertising. The Advertising Standards Authority (ASA) and the Committees of Advertising Practice (CAP) say that both the creator and the brand are responsible for making sure it is clearly labelled. Free products and gifts also count as a commercial relationship, so they need to be mentioned too.
The checklist
- Label it clearly. Use a plain label such as "Ad" or "#ad".
- Put the label upfront. It should be visible straight away, not buried at the end of a long caption or behind a "see more" tap.
- Avoid unclear labels. Terms such as "aff" or "afflink" are not understood by many people.
- Label every part of Stories and video. Put the label on every slide, and say it near the start of a video.
- Mention free products. If the creator received the product for free, say so.
- Keep disclosing. Keep labelling content for the whole relationship, and for a period afterwards. The ASA guidance gives 12 months.
- Remember approval does not remove the duty. A brand reviewing or approving a post does not take away the need to label it.
Free product and reviews
A sample should never depend on positive coverage. Ask for honest content and a clear label. Since 6 April 2025, the Digital Markets, Competition and Consumers Act has banned fake reviews and undisclosed incentivised reviews, and the Competition and Markets Authority can issue large fines. Never ask anyone to post a positive review, and never offer a reward for one.
How to check before a post counts
- Is the label present and visible without clicking?
- Do the claims stay within the list you have approved?
- Is any free product mentioned?
- Is the link or code correct?
- Does the post follow the platform's own rules?
Save a dated screenshot or link of anything that fails. If a regulator ever asks, that record is your evidence.
Put it in writing
Include these rules in your affiliate terms, repeat them in the creator brief, and check each new affiliate's first post before it counts toward results.
This guide is general information, not legal advice. Rules change, so check the latest guidance or ask a solicitor about your own situation.
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