Gaming creators advertising rules: a UK checklist

Use this checklist of gaming creators advertising rules before recording, again before posting and during any live integration. It applies UK advertising and consumer-protection guidance, but cannot settle a difficult legal question. For a high-risk campaign, ask an advertising solicitor regulated by the Solicitors Regulation Authority (SRA) in England and Wales to review the brief and final content.

What to take away

Record every commercial connection, including free items and game access, before you wait for an invoice.
An upfront and prominent Ad label is generally preferred over a biography or hidden tag.
Platform disclosure tools supplement UK rules but do not replace them.
Stop publication when the commercial connection, evidence, targeting or label remains unresolved.
Review extracted clips separately because a label in the original broadcast may disappear.

1. Record every commercial connection

Write down who supplied money, commission, a free or discounted item, game access, travel, services or another incentive. Include promotion of the creator's own product from a personal channel. The CMA's updated content creator guidance, 'Social media endorsements: being transparent with your followers' (first published 2019), covers these relationships regardless of follower count.

Do not wait for an invoice. A game key or event trip may affect the disclosure analysis even where no cash fee is paid.

2. Decide whether the content is an ad

Record who controls the message and what the creator agreed to do. For third-party influencer content, payment or another benefit together with advertiser control over the content are central CAP Code scope criteria; look for contractual approval rights and practical direction over wording, format or publication. The CAP Code scope page sets out inclusions, exclusions and territorial criteria for non-broadcast marketing. The scope test is distinct from the need to be transparent about a commercial connection: gifts, game access or affiliate commission may still call for disclosure under consumer-protection guidance even where the CAP Code does not cover the post.

The CMA enforces consumer protection law, including the unfair-commercial-practices regime in Part 4, Chapter 1 of the Digital Markets, Competition and Consumers Act 2024, and can take action against creators and brands. The ASA enforces the CAP Code through published rulings and can remove paid search ads. A creator may face both routes.

3. Make the label clear at the encounter

CAP Code Section 2, rule 2.1, says marketing communications must be obviously identifiable. Rule 2.3 requires clear commercial intent where the context does not. The ASA's 'Recognising ads: Social media' guidance says an upfront, prominent "Ad" label is generally preferred. A biography, old disclosure page or tag hidden among many others does not explain the particular item.

For example, place the word 'Ad' as the first word of the title and the first line of the description. Keep a persistent on-screen 'Ad' graphic in the top right corner. Say 'This is a paid promotion' in the first ten seconds.

For video, inspect the title, thumbnail, opening, spoken segment and description. For live work, plan for people joining after the start and for later clips or archives.

4. Substantiate the claims

Keep the current first-party product record and evidence for objective claims. CAP Code Section 3 addresses substantiation, prices, comparisons, testimonials and qualifications. Do not convert personal experience into a general performance promise or omit a material restriction supplied by the advertiser.

5. Review the audience and product category

Check whether children are likely to see or be targeted by the promotion. CAP Code Section 5 contains additional rules for advertising directed at or featuring children. Product-specific sections may impose further restrictions. Escalate gambling, alcohol, financial, health and other regulated categories to a specialist before accepting the brief.

6. Use the platform control as well

Twitch's branded content guidelines require use of its Branded Content tool; select the 'Branded Content' toggle so the 'Paid Promotion' label is displayed. In YouTube Studio, use the 'Includes paid promotion' checkbox in the video's details for paid product placements, sponsorships or endorsements. These platform controls supplement UK rules but do not replace them.

7. Capture approval and the published result

Name who approves claims, labels and supplied assets. Prevent an advertiser's edit from removing a required qualification or turning a limited finding into a broader promise. Save the final asset, posting time, visible disclosure and any later change.

The brand, agency and creator can all have responsibilities. Stop publication when the commercial connection, evidence, targeting or label remains unresolved. Recheck the cited pages and the applicable platform policy on the actual release date.

Put the checks into a live run sheet

For each paid segment, write the start and end cue, on-screen label, spoken wording, claim source and person authorised to stop the read. Tell moderators how to answer questions about the relationship without improvising new promises. If the stream drops and restarts, the plan should say how the disclosure is restored.

Review extracted clips separately. A label visible in the original broadcast may disappear when a highlight begins later or is cropped for another format. Give the editor the relationship record and require approval of the destination version.

After release, inspect the asset from an ordinary viewer account on each intended device. Capture evidence that the disclosure was visible where planned. If a mistake is found, record the correction time and notify the advertiser rather than silently changing the file and losing the audit trail.

Before you act

Write down every supplier of money, free items or access before you start recording.
For third-party brand content, check whether payment or another benefit and advertiser control bring it within CAP Code scope; disclose material connections even if scope is uncertain.
Set an upfront "Ad" label in the title, description and on screen.
Keep first-party records and check objective claims against current evidence.
Check whether children are likely to see or be targeted by the promotion.
Name the approver and save the final asset with its disclosure.

Common questions

When should I record a commercial connection?

Before you record or accept any incentive. Section 1 lists what counts.

Where should the Ad label appear?

Upfront and prominent, as section 3 explains. The ASA's social media guidance favours an "Ad" label.

What should I do if I find a mistake after release?

Record the correction time, notify the advertiser, and keep the audit trail. Section 7 covers the inspection and evidence.