Bloggers, vloggers social influencers, social media specialists and all other affiliate marketers who are financially rewarded for prompting their followers to make purchases on 3rd party websites are reminded in new guidance from the Committee of Advertising Practice (CAP) that 

  1. they are subject to the CAP Code* that covers all non-broadcast advertising
  2. they must make it clear up-front which part of their content is an advert so consumers have the choice of engaging with it or ignoring it

‘Online Affiliate Marketing’ links to sections that explain

  • how the CAP Code applies to affiliate marketing
  • how affiliate marketers should make sure that marketing communications are obviously identifiable as such
  • how to make sure the content does not – among other things – “mislead materially or cause serious or widespread offence”

Separate sections detail how affiliate marketing could be made obviously identifiable in the whole, or parts of

  • blogs and news sites
  • vlogs
  • social media posts
  • voucher sites

There is also an infographic summarising the four key rules that brands and influencers need to know.

*‘UK Code of Non-broadcast Advertising and Direct & Promotional Marketing’ is described by CAP as “the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications)”.