Who writes the rules
Advertising in the UK, including on social media, is governed by the CAP Code, written by the Committee of Advertising Practice and enforced by the Advertising Standards Authority (ASA). Consumer protection law, enforced by the Competition and Markets Authority (CMA) and Trading Standards, sits alongside it, and the Digital Markets, Competition and Consumers Act 2024 strengthened the CMA’s powers, including against fake reviews.
Labelling ads with #ad
If a brand pays you, gives you free products or controls what you post, the post is an advert and must be obviously labelled, normally with “#ad” or “Ad” at the start. The ASA and CMA influencer guidance says labels must be clear and upfront, not buried in hashtags. This applies regardless of your follower count.
Misleading social proof
The core principle of both the CAP Code and consumer law is that marketing must not mislead. Quoting follower numbers or engagement as proof of popularity, when those numbers are bought, can mislead consumers. Presenting a bought audience to a brand as genuine to win a paid deal can mislead that brand. Fake reviews and endorsements are a particular focus of the CMA.
A small business that bought 500 followers to look less empty is in a very different position from an influencer pitching brands on a 50,000-follower audience that is mostly bought. Do not do the second.
What this means for small businesses
- Do not quote your follower count in adverts (“join our 10,000 followers!”) if a large share is bought.
- Do not buy reviews or testimonials of any kind; that is a different and much more serious matter.
- Label any paid partnerships you run with creators.
- Let your products, prices and service do the persuading.
What this means for influencers
- Be honest with brands about your audience; they will usually check engagement and audience data anyway.
- Label every paid or gifted post.
- If you have bought followers in the past, do not present the total as an organic audience.
Our guide to spotting fake followers shows what brands look at.
Our own position
We sell follower and like packs that change how a profile looks. We do not sell reviews, comments presented as customer opinions, or anything designed to deceive. We would rather you use a pack to look less empty than to win business with a number that is not real.
Asked by readers
Does UK law forbid buying followers?
Not for individuals. Using bought numbers to mislead consumers or brands can breach advertising and consumer protection rules.
Do I need #ad on every post?
Only on posts that are advertising, such as paid, gifted or brand-controlled content.
Can a business quote bought follower numbers in ads?
It should not use them as proof of popularity if they are not genuine, as that may mislead.
Does the ASA regulate Instagram and TikTok?
Yes. The CAP Code applies to marketing on social media, including influencer posts.