The updated ASAI + CCPC guidance is actually pretty straightforward. It applies to anyone online in the public eye (including influencers, content creators, celebrities or media personalities) across all social media platforms.

 Gifting and Invites:

Gifting can come in the form of any free products or services (including overnight stays or experiences). You are not obliged to post about any gift however, if you do, you must label it clearly with the hashtag #gifted. If the brand has requested that you post or an agreement has been put in place, this then must be labeled as an ad using #AD.

Paid Collaborations:

For any commercial content where the brand paid  you or instructed you to post, you MUST label this clearly. This can be done using the platform specific Paid Partnership label or using #AD (or #Fógra in Irish). At least one of these must be present in all commercial posts. The #AD hashtag must fall above the caption fold, and be clearly visible on story frames.

If you are working with a brand as long term brand ambassador, any content related to this relationship needs to be marked with #AD too, you may also want to clarify that you are a BA, but #AD is still required. If you have your own brand and post about it on your own personal social media to advertise its products/services  you must disclose #AD. Affiliate marketing also requires the use of #AD

Secondary Labels:

Once you have clearly used the applicable hashtag (depending on whether an Ad or Gift), you may still want to use secondary hashtags to give further context.

Some examples:

#Collaboration

#BrandAmbassador

#Sponsored

#Affiliate

#PRStay

#PRInvite

#PressDrop

#OwnBrand

To summarise:

• If it’s commercial content, label it clearly.

• The recommended label is now #Ad (or #Fógra in Irish).

• Ensure the label is immediately visible, not buried in hashtags or hidden after “more”.

• Even “gifted” content can require #Ad if the brand had any involvement or expectation around posting.

One of the most interesting parts of the guidance is that “payment” isn’t the deciding factor anymore. The focus is on benefit and consumer transparency.

That means:

• #invite isn’t always enough.

• #gifted may not be enough on its own.

• “PR trip” still counts as commercial content.

• Reposting brand content also requires disclosure.

Audiences are becoming far more aware of creator marketing, and brands are under increasing pressure to work with creators who disclose partnerships properly.

For creators, agencies and brands alike, this feels like a shift from “best practice” to basic expectation. The responsibility falls on all involved and it is vital that everyone is educated on the guidelines and requirements. If you have any more questions you can find all information on the ASA’s website here: https://adstandards.ie/social-media-influencers/.

Get in touch with us for more information- hello@collabagency.com