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The rules applicable to advertising in the UK In the UK, advertising is governed by both statute and industry-run self-regulatory codes. A fundamental rule is that advertising must be clearly identifiable as advertising. This Practice Note reviews the provisions in the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code) on signalling advertising and the labels commonly used to achieve this. It introduces the self-regulatory framework and sets out specific guidance on applying CAP Code rules in the context of: advertisement features native advertising affiliate marketing social media advertising influencer advertising podcasts and audio streaming vlogs and live streaming reviews, testimonials and endorsements direct marketing Keep in mind that elements of the guidance may overlap. For instance, influencer advertising often includes advertisement features and affiliate marketing undertaken on social media. All guidance relevant to the specific scenario should therefore be considered. For...