Check every creator post for a clear ad label before it goes live

For UK brands and agencies running paid creator campaigns: each draft post is checked for an upfront ad label in the caption, the first frame and the first seconds of audio, and a dated record of the check is kept for every post.

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Service in preparation · No payment is accepted on this page

What you get

Caption checkWhether the ad label stands upfront in the caption, not hidden among hashtags.
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Frame and audioWhether the label is visible in the first frame and said in the first seconds.
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Approve or returnThe draft goes back to the creator with what to fix, before publication.
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Evidence per postA dated record of each check, kept per campaign.
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Example (fictional data)

Agency with a 30-creator campaign. Drafts come in over two days; four are returned because the label sits at the end of the caption. Each approved post keeps its dated check in the campaign record.

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How it works

In the UK, advertising by creators has to be obviously identifiable as advertising. The CAP Code section 2 and the guidance of the Advertising Standards Authority (ASA) ask for a clear label such as #ad placed upfront, where people will see it before they engage with the content.

Since the Digital Markets, Competition and Consumers Act 2024, the Competition and Markets Authority (CMA) can also act directly against unfair commercial practices, and hidden advertising is one of them. For a brand or an agency, a missed label is a risk for every post of a campaign.

Most checks happen after a post is live, when the mistake is already public. Ad Label Check works earlier: the creator sends the draft, the service checks the caption, the first frame of a video and the first seconds of audio, and the post is approved or returned with what to fix.

Each check is stored with its date, the draft and the result. When a client or a regulator asks how a campaign was checked, you open the campaign and show the record of every post.

The service is for in-house marketing teams and agencies with several clients and creator rosters. You stay responsible for your campaigns; the service only checks drafts and keeps the records.

Ad Label Check is not legal advice and is not affiliated with the ASA, CAP, the CMA or any social media platform.

Questions

Which platforms?

Drafts from any platform: caption, image or video file.

Is a platform paid partnership tag enough?

The check looks for a clear upfront label; a platform tag is noted separately.

Who sends the drafts?

The creator or your team, by link or upload.

Is this legal advice?

No. It is a check against your labelling rules with records kept.

Can I use it already?

Not yet. The service is in preparation, and we are checking whether brands and agencies need it.

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