Yes. The CMA's guidance for influencers treats a free product as a form of payment, so a post about something a brand gave you has to be clearly labelled as an ad, even if the brand didn't ask you to post. Use “Ad”, or the platform's paid partnership tag, where people see it straight away. “#gifted” on its own isn't enough, and nor are “PR”, “#spon” or “#collab”. Being paid in cash rather than product doesn't change the label; it changes what each side can expect from the deal.
What counts as payment?
More than money. The CMA says any incentive counts: cash, commission, discounts, free products, products lent to you, and trips or experiences. If you got it because you're a creator, it's payment.
That's why “it was only gifted” isn't a defence. Once there's a reward, what you post about the brand is commercial content and needs a label.
What do 'ad', 'gifted' and 'PR' mean in practice?
Ad, Advert, Advertising — This exists because of a commercial relationship. — Yes, if it’s up front and clear.
Paid partnership tag — The platform's own label, naming the brand. — Yes, if it’s clearly visible. Many creators add “Ad” as well.
#gifted, #gift — You were sent it free. — No. The CMA lists these among labels to avoid.
PR, #PRtrip — Industry shorthand many followers don’t understand. — No.
#spon, #sponsored, #collab, “in association with” — Ambiguous. — No. All are on the CMA’s list to avoid.
The label has to be seen before people engage: at the start of the caption, or on screen in a video. Not after “…more”, and not buried in the hashtags at the end.
Can a brand pay in product instead of cash?
No law says it can't. A brand can offer product alone, and a creator can accept it. But product-only deals are weak on both sides: the creator has nothing to enforce except the gift, and the brand has nothing to hold the creator to. If a creator takes the product and never posts, there's usually no remedy.
A cash fee makes it a proper deal: agreed deliverables, a date, usage rights, and something either side can claim if it goes wrong.
When should a creator say no to gifted-only?
When the brand expects specific content: a number of posts, a script, a date, or approval before posting. That's work, and work is paid.
When they want to use your content in their ads or on their own channels. Usage has its own price; see what to charge for usage rights.
When the product is worth less than the time it takes. A £30 product for a filmed and edited Reel is a very low day rate.
When you have to buy anything first.
Gifting is fine when there's no obligation and you want the product. Post if you like it, label it as an ad if you do, and don't feel you owe them anything.
What's the risk if a post isn't labelled?
Both sides are responsible. The ASA can rule against the brand and the creator publicly and require the post to change. Since April 2025, the Digital Markets, Competition and Consumers Act 2024 has let the CMA fine businesses directly for breaching consumer law. A brief that asks a creator to play down the relationship puts the brand in breach too.
How does Sponsarva handle gifting and labels?
Every campaign on Sponsarva carries a cash fee. Product can be added on top, never instead. The ad label (“Ad”, the platform’s paid partnership tag, or both) is a field on the deal, so it’s settled before anyone posts.
The fee is held in Stripe escrow until the brand approves the work, and both sides are verified: see how deals are protected. UK creator rates for 2026 and the rate calculator show what the cash part should be.
Under CMA guidance, yes. Posts about gifts have to be clearly labelled as ads even when there was no obligation to post.
Platform tags are acceptable if they're clearly visible. Adding “Ad” at the start of the caption removes any doubt.
Both. The creator publishes the post, but a brand that pays for or controls the content shares responsibility, and a brief that discourages labelling puts the brand in breach.
No law requires it. On Sponsarva, though, every campaign carries a cash fee, and product can only be added on top.
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