When does an organic post become an ad? UK rules

Key takeaways

An organic post becomes an ad when money or other value is involved in its distribution or creation: boosting it, paying or gifting a creator to post it, or running it through ad tools. The ASA treats your own brand posts as marketing communications under the CAP Code too, so claims must be accurate even when nothing is paid.

• Boosting a post makes it a paid ad.
• Paid or gifted creator posts must be labelled as ads.
• Your own posts are still covered by the CAP Code.
• Platform 'Sponsored' labels cover ads run through ad tools.

When does an organic post become an ad?

A post becomes an ad when you pay to distribute it, such as boosting, or when you pay or give something of value to someone else to post it. The ASA's guidance on brand-owned and paid social media explains how these situations are treated.

• Organic social media vs paid advertising: which to choose?
• What is paid social advertising, and how does it work?

Do your own organic posts follow advertising rules?

Yes. Posts on your own business accounts that promote what you sell are marketing communications, so the CAP Code's rules on misleading claims, prices and evidence apply. They do not need an 'ad' label, because it is clear they come from the business.

• Claims must be accurate and provable.
• Prices must be clear.
• Testimonials must be genuine.
• Sector rules, such as health or finance, still apply.

• ASA rules for social media advertising in the UK

What about creators and influencers?

If you pay a creator, give free products or have any control over their post, it is an ad and must be obviously identifiable, usually with 'Ad' at the start. The ASA's influencer guide sets out what counts.

• Partnership ads vs organic creator posts: which to pay for?
• Influencer marketing for UK small businesses

What about boosted posts and dark posts?

Boosted posts and dark posts run through ad tools are labelled as sponsored by the platform, which usually meets the requirement to be identifiable. The content must still meet the CAP Code and the platform's ad policies.

• Dark posts vs boosted page posts: which to use?

What about staff posts?

Staff posting about your business on their own accounts can blur the line. If you pay or direct them to post, or reward posting, consider labelling and give clear guidance. Genuine, unprompted staff posts usually do not need an ad label.

• Employee advocacy for small businesses done properly

What does this look like in practice?

A pattern we see: a beauty brand gifted products to local creators and reposted their content without labels. A complaint led to a review of the brand's process. It now asks creators to label gifted posts 'Ad', keeps a record of each arrangement and checks claims before reposting.

• See client work
• Social Media Marketing for UK businesses

Ad labelling checklist

• Treat boosted posts as ads.
• Label paid or gifted creator posts 'Ad'.
• Keep claims in your own posts accurate.
• Check sector rules for health or finance.
• Brief staff on posting about the business.
• Keep records of creator arrangements.

• Questions to ask an agency about organic and paid social
• Plan a year of organic and paid social in one page

Next step

Review your last month of posts: mark any that were boosted, gifted or paid. Check each is clearly identifiable as an ad and that every claim is backed up.