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United Kingdom
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A UK practitioner’s guide to influencer advertising compliance and protections: CAP/BCAP, DMCCA 2024, Online Safety Act 2023, EU DSA, child influencers and brand protection

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Practice notes
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This Practice Note reviews how influencer activity is regulated and what protections exist against online harms. It looks at:

  • the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code);
  • the UK Code of Broadcast Advertising (BCAP Code);
  • Part 4 of the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024), which revoked and replaced the Consumer Protection from Unfair Trading Regulations 2008, SI 2008/1277 from 6 April 2025.

It also addresses potential duties on UK platforms affecting influencers under the Online Safety Act 2023 (OSA 2023), and when Regulation (EU) 2022/2065, the EU Digital Services Act (EU DSA), could apply to a UK-based influencer’s activity. Finally, it considers practical ways influencers can safeguard their personal ‘brand’ as it develops through their influencer activity. This Practice Note is intended to support practitioners advising influencers.

For practical guidance on matters which may arise when advising brands engaging with influencers, see Practice Notes:

  • Dealing with social media influencers—the UK
  • Influencer agreements—key issues

What is an influencer?...

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Web page updated on 21/05/2026

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