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Influencer culture and influencer marketing: who has influence, how brands work with creators and what makes a partnership credible.
YouTube asks creators to declare paid promotion in Studio, and it applies a label to the video. This explainer sets out what the policy covers and why UK and US regulators say a platform label may not be enough.
Earning commission from a link can turn a recommendation into an advert. Here is what the UK ASA and the US FTC say about labelling affiliate content, and who is responsible when it goes wrong.
Bought followers and invented reviews can make an influencer look more valuable than they are. Here is what the US FTC rule and the UK's consumer law say about them, and where the two differ.
Who can complain, how a complaint is assessed, what a formal investigation involves and what happens after a ruling: the Advertising Standards Authority's own process, explained in plain English.
Follower numbers are only a starting point. A guide to the factors brands weigh when choosing creators, and how platform matching tools fit into the process.
When must an influencer label a post as an ad, and how? A guide to UK, US and EU disclosure guidance, checked against the regulators' own pages on 12 October 2026.
