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Influencer marketing rules in the United Kingdom
We watch 26 regulators in the United Kingdom for changes that touch influencer marketing. Latest change: 16 October 2026.
Partial
Latest changes
- Portman Group recalls 2007 ruling against Rubbel Sexy Lager for sexual imagery on packaging (official source, opens in a new tab)
- Portman Group panel upholds complaint against four BeatBox alcohol products over under-18 appeal (official source, opens in a new tab)
- Portman Group upholds two complaints against BeatBox Juicy Mango alcohol packaging (official source, opens in a new tab)
- Portman Group upholds two complaints against BeatBox Orange Blast alcoholic drink packaging (official source, opens in a new tab)
- Portman Group upholds complaint against BeatBox Fruit Punch packaging on two Code grounds (official source, opens in a new tab)
- Portman Group upholds complaints against Beatbox Blue Razzberry alcohol packaging (official source, opens in a new tab)
- ASA upholds complaint against Proud and Free over misleading jewellery ads on Facebook (official source, opens in a new tab)
- ASA rules AI Scorecast Facebook ad misled users about gambling profitability (official source, opens in a new tab)
- ASA rules Harrison and James jewellery ads misleadingly implied closure and used unsupported reviews (official source, opens in a new tab)
- ASA upholds complaints against Finelo Ltd over misleading investment risk claims on Facebook (official source, opens in a new tab)
Links go to the official source. What changed, why it matters and what to do are in Pitchsafe.
Who we watch
- Advertising Standards Authority (ASA)
- Committee of Advertising Practice (CAP)
- Competition and Markets Authority (CMA)
- Department for Business and Trade (DBT)
- Department for Culture, Media and Sport (DCMS)
- Information Commissioner's Office (ICO)
- Ofcom
- Charity Commission
- Department of Health and Social Care (DHSC)
- Financial Conduct Authority (FCA)
- Financial Ombudsman Service (FOS)
- Find Case Law
- Food Standards Agency (FSA)
- Fundraising Regulator
- Gambling Commission
- HM Treasury
- Industry Group for Responsible Gambling (IGRG)
- Medicines and Healthcare products Regulatory Agency (MHRA)
- Portman Group
- The National Archives (legislation.gov.uk)
- Trading Standards
- Veterinary Medicines Directorate (VMD)
- Video Standards Council / Games Rating Authority (VSC / GRA)
- IAB UK
- Lewis Silkin LLP (Lewis Silkin)
- Osborne Clarke
Key rules
- Digital Markets, Competition and Consumers Act 2024, Schedule 20: Commercial practices which are in all circumstances considered unfair (official text, opens in a new tab)
- Digital Markets, Competition and Consumers Act 2024, Part 4 Chapter 1: Protection from unfair trading (official text, opens in a new tab)
- Online Safety Act 2023, Part 3 Chapter 5: Duties about fraudulent advertising (official text, opens in a new tab)
- The Tobacco and Vapes Act 2026 (Age Verification Defence to Underage Sales) (England and Wales) Regulations 2026 (official text, opens in a new tab)
- The Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024 (official text, opens in a new tab)
- PS23/6: Financial promotion rules for cryptoassets (official text, opens in a new tab)
- FCA Handbook COBS 4: Communicating with clients, including financial promotions (official text, opens in a new tab)
- LCCP social responsibility code provision 5.1.6: Compliance with advertising codes (official text, opens in a new tab)
- Gambling Industry Code for Socially Responsible Advertising (7th Edition, updated February 2026) (official text, opens in a new tab)
- Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks (Sixth Edition, amended) (official text, opens in a new tab)
- CAP: Influencers guide (official text, opens in a new tab)
- CAP Code Section 16: Gambling (official text, opens in a new tab)
Pitchsafe's knowledge base holds 350 approved rules for the United Kingdom, across 11 verticals.
Know when the rules in the United Kingdom change.
Pitchsafe alerts you the day a change lands, explains it in plain English and shows which of your campaigns it affects. Decision support, not legal advice.