Fiducia TogetherInfluencer and affiliate marketing
Paying somebody else to recommend you, and the disclosure rules that come with it.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Influencer marketing pays a creator to feature a product. Affiliate marketing pays commission on sales generated through a tracked link.
Why it matters
Both work on borrowed trust, and both are regulated: any commercial relationship must be clearly disclosed, prominently, at the start.
What it looks like in practice
Contract it properly — deliverables, usage rights, exclusivity, approval, and an obligation to disclose. Track it with codes or links so you can measure the return.
What to watch out for
Non-disclosure is the brand's problem as well as the creator's. The ASA names both, and enforcement in this area has been active.
Where to get proper advice
The ASA and CMA's joint influencer guidance is free, specific and short.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.