UK rules for social media marketing: the basics for small businesses

A plain-English introduction to the UK rules that apply to business social media posts: advertising labels, misleading claims, reviews, competitions and images.

Your own posts can count as advertising

In the UK, the CAP Code, enforced by the Advertising Standards Authority (ASA), covers marketing on a business's own website and social media as well as paid-for adverts. If a post promotes what you sell, assume that the rules apply. Consumer protection law, enforced by bodies including the Competition and Markets Authority (CMA) and Trading Standards, applies too.

Do not mislead

Claims need to be true, and you should be able to back them up. Be especially careful with:

• Prices and offers, including what is and is not included, and when an offer ends.
• Comparisons, such as "cheapest in town" or "best in Manchester".
• Green claims, such as "eco-friendly" or "sustainable".
• Health claims, which have particular rules.

AI writing tools can invent plausible-sounding facts, so check any claim in a draft.

Label paid and gifted content clearly

Marketing must be recognisable as marketing. If you pay or reward someone to promote you, including with free products, that content generally needs clear labelling. The ASA and CMA have published guidance for influencers and brands, and "#ad" at the start of a post is the common approach. A vague tag at the end of a long caption may not be enough.

Do not fake reviews

The Digital Markets, Competition and Consumers Act 2024 bans fake reviews, and also bans presenting them in a misleading way. Do not write reviews for yourself, pay for positive reviews without disclosure, or show only the flattering ones in a way that misleads people. When sharing a customer's comment, make sure that it is genuine, and ask first.

Run competitions properly

Prize promotions have their own section in the CAP Code. State the important terms clearly, such as the closing date, how to enter, what the prize is and how the winner will be chosen. Then do what you said. Facebook and Instagram also have their own rules on promotions, so read those before you begin.

Respect people, pictures and privacy

Only post images and music that you have the right to use. Finding something online does not give you permission. Ask before you post identifiable photos of customers or staff, and take more care where children or vulnerable people are involved. If you reply to a customer in public, do not share their personal details.

Check whether your sector has extra rules

Alcohol, gambling, financial services, healthcare and products for children are among the areas with stricter rules. Professional regulators may also have their own requirements. The CAP website has advice by topic, and its Copy Advice team can help.

This guide is general information, not legal advice. For guidance on your own obligations, see the ICO website or speak to a qualified adviser.

Frequently asked questions