Rules and ethics
Social commerce advertising rules: a review process
Use this social commerce advertising rules workflow to review commercial labels, claims, offers, reviews and audience risks before a post goes live.
Use this social commerce advertising rules workflow to review the finished social post in its live context, not only the script. The CAP Code is a UK non-broadcast advertising code within its scope, while consumer law and product-specific restrictions may also apply to content reaching people in England. Escalate regulated products, children, health claims, financial promotions and uncertain targeting to an appropriate specialist.
The ASA enforces the CAP Code. The CMA enforces consumer protection law on misleading commercial practices.
Start by confirming that the CAP Code covers the communication. Its online non-broadcast Code page describes the rulebook and links its scope, sector sections and current changes. Record the review date and do not assume that every social item is governed in the same way.
What to take away
- Review the finished social post in its live context, not just the script, before it goes live.
- Confirm the CAP Code covers the communication and record the review date.
- Substantiate every objective claim with evidence held before publication and place limitations where the claim is seen.
- Treat countdowns, low-stock prompts and popularity messages as evidence-dependent claims that need verification.
- If children are likely to form a material part of the audience, stop and assess Section 5 of the CAP Code.
Identify the marketing communication
- Record payment, gifts, affiliate commission and editorial control.
- Distinguish brand-owned posts, platform ads, creator advertorials and genuine customer content.
- Check whether a viewer can recognise the commercial intent immediately.
- Inspect the label in the caption, opening frames and any collapsed or cropped view.
Section 2 of the CAP Code requires marketing communications to be obviously identifiable. The ASA's social-media recognition advice discusses influencer content and label placement. A platform's disclosure tool may help, but the complete execution still needs review.
A compliant label puts "Ad" or "Paid partnership" at the start of the caption. A non-compliant label buries "#ad" after a block of hashtags or uses only "collab" without naming the commercial relationship.
Substantiate what the audience will understand
- List each objective product or performance claim.
- Link it to evidence held before publication.
- Place important limitations where the claim is encountered.
- Confirm that the demonstrated item matches the sold version.
- Remove language that turns an opinion into an unsupported fact.
The CAP Code's non-broadcast misleading-advertising section is Section 3. It covers substantiation, qualifications, prices and comparisons. It also covers availability, testimonials and reviews. Check the current online text because the Code changes over time.
Verify the offer and buying route
- Recheck stock and any scarcity statement immediately before release.
- Show compulsory charges and delivery information at the required point.
- Test product tags, links, variants and seller identity.
- Preserve the public price and terms reviewed.
- Confirm who corrects or pauses an inaccurate post.
The CMA's unfair commercial practices guidance explains the consumer-protection provisions applying to practices from 6 April 2025. It addresses misleading actions, omissions, pressure and specified banned practices. Obtain advice on the actual invitation to purchase.
Keep endorsements and reviews traceable
- Store the creator agreement and commercial disclosure decision.
- Record the source, incentive and permission for every quoted review.
- Do not edit a testimonial into a materially different message.
- Avoid presenting a selected positive subset as representative.
- Keep moderation rules and rejected material auditable.
The CMA's fake-reviews guidance covers submitting, commissioning and publishing reviews and derived review information. A paid creator endorsement should not be dressed as an independent customer review.
If children are likely to form a material part of the audience, stop the ordinary workflow and assess Section 5 of the CAP Code plus any product rules. Document age targeting and the evidence used. A platform age setting should not be treated as proof that the content cannot reach younger users.
Finish with a live check
View the post from a fresh account on supported devices. Check overlays, caption and product card. Follow the landing page to checkout. Record reviewer, time, version and open issues. Monitor edits and creator reposts. Pause exposure if the commercial label disappears, claim evidence is contradicted, the item is unavailable or the linked offer no longer matches the approved record.
Give customer service the approved claims and offer terms before release. Questions and complaints may expose an ambiguous qualification or incorrect link sooner than performance reporting. Feed those signals to the named approval owner and log the resulting correction, not merely the engagement total.
Before you act
- Confirm the CAP Code covers the communication and record the review date.
- Check that the commercial intent is immediately recognisable to viewers.
- Link each objective claim to evidence held before publication.
- Recheck stock and any scarcity statement immediately before release.
- Store the creator agreement and commercial disclosure decision.
- View the post from a fresh account on supported devices.
Common questions
What should I do if children are likely to form a material part of the audience?
Stop the ordinary workflow and assess Section 5 of the CAP Code plus any product rules. Document age targeting and the evidence used. A platform age setting should not be treated as proof that the content cannot reach younger users.
How should I handle countdowns, low-stock prompts and popularity messages?
Treat them as evidence-dependent claims. Archive the system rule that generated them and test whether the customer can understand compulsory costs before committing. Do not repeat a platform-generated urgency statement when the merchant cannot verify its basis.
What should I do before release to support customer service?
Give customer service the approved claims and offer terms before release. Questions and complaints may expose an ambiguous qualification or incorrect link sooner than performance reporting. Feed those signals to the named approval owner and log the resulting correction, not merely the engagement total.
