Are social media posts covered by UK advertising rules?
Yes — UK advertising rules cover social media, including organic posts that market your own products, not just paid ads; if a post promotes something you sell and you control the message, the CAP Code applies to it.
What's the difference between paid, organic and boosted posts?
Paid social ads are clearly in scope. Your own organic posts promoting your products are in scope as "marketing communications". Boosting an organic post turns it into paid advertising and can also bring it under stricter rules (for example, restricted categories like HFSS that are limited in paid placements).
Do the same claims rules apply on social?
Yes. Everything that governs a TV ad governs your caption: no misleading or unsubstantiated claims, pricing rules, health and other sector restrictions. The informality of the channel doesn't lower the bar.
What about paid partnerships and influencers?
If someone is paid or incentivised to post and you have control, it needs a clear ad label upfront — see our guide on influencer disclosure.
FAQ
- Are my own brand's organic posts regulated?
- Yes, where they promote your products — they're marketing communications under the CAP Code.
- Does boosting a post change the rules?
- Yes — it becomes paid advertising and may trigger placement restrictions.
- Do Stories and short video count?
- Yes — format doesn't change whether content is an ad.
Clearance flags claim language in social captions — paste copy before scheduling.
Related rules
- Do gifted posts need #ad? The UK influencer disclosure rulesWhen does an Instagram or TikTok post legally become an ad? What "gifted", "collab" and affiliate links require, and where #ad must appear.
- HFSS advertising rules: what UK food marketers can and can't do nowThe UK's restrictions on advertising less-healthy food and drink — what counts as HFSS, what the online and TV rules restrict, and what marketers can still do.
- What are the UK rules on testimonials and reviews in ads?The rules for testimonials, star ratings and "as reviewed" claims — what you must hold on file and what misleads.
This article is general information about publicly available UK advertising rules, not legal advice. Rules change — always check the current codes at source or take professional advice before publishing. Clearance is an independent tool and is not affiliated with the ASA or CAP.