What creators can’t say, category by category.
First-pass playbooks for Instagram ads. Every example runs through the checks a script meets on Affilo, and each comes with a rulebook to start from and a PDF.
- SupplementsWhat you can and can’t say about supplements on Instagram.Change before it runs“This cured my tiredness in a week.”CAP 15Fine to say“It’s part of my morning now.”
- SkincareWhat you can and can’t say about skincare on Instagram.Change before it runs“This cleared my eczema in two weeks.”CAP 12Fine to say“My skin feels softer after a week.”
- FitnessWhat you can and can’t say about fitness products on Instagram.Change before it runs“I lost 10kg in six weeks with this.”CAP 13Fine to say“I train three times a week and this is part of it.”
- Food and drinkWhat you can and can’t say about food and drink on Instagram.Change before it runs“It boosts your immune system.”GB registerFine to say“Vitamin D contributes to the maintenance of normal bones.”
- PetsWhat you can and can’t say about pet products on Instagram.Change before it runs“This cured my dog’s arthritis.”Pet food rulesFine to say“He’s had this every morning for a year.”
- BabyWhat you can and can’t say about baby products on Instagram.Change before it runs“Our first infant formula, link in bio.”Infant formula rulesFine to say“It’s what we use at bath time.”
- HomeWhat you can and can’t say about home products on Instagram.Change before it runs“Completely eco-friendly.”CAP 11Fine to say“The cover is 80% recycled cotton, it says so on the label.”
- WellnessWhat you can and can’t say about wellness products on Instagram.Change before it runs“Ashwagandha cured my anxiety.”CAP 12Fine to say“My wind-down routine, start to finish.”
A first pass, not legal advice
These playbooks set out the main rules for ads seen in the UK, as we read them on 7 November 2026. They are a starting point for briefing creators, not legal advice. Check your claims with your compliance lead or a lawyer before an ad runs.
The source rules
- CAP 2CAP Code section 2: recognition of marketing communications (opens in a new tab)
An ad must be obviously identifiable as an ad.
- CAP 3CAP Code section 3: misleading advertising (opens in a new tab)
Evidence for objective claims, testimonials, prices and edited images.
- CAP 12CAP Code section 12: medicines, medical devices, health-related and beauty products (opens in a new tab)
Medical claims, and what beauty and health products may say.
- CAP 13CAP Code section 13: weight control and slimming (opens in a new tab)
Weight-loss claims, amounts and rates of loss.
- CAP 15CAP Code section 15: food, food supplements and health or nutrition claims (opens in a new tab)
Nutrition claims, health claims and medicinal claims for food.
- GB registerThe GB nutrition and health claims register (opens in a new tab)
The authorised health claims, word for word, and the conditions for each.
- Influencer guidanceThe ASA and CMA guide for influencers on making clear that ads are ads (opens in a new tab)
Where #ad goes, and which labels aren’t enough.
- CAP 18CAP Code section 18: alcohol (opens in a new tab)
Who can appear in alcohol ads and what they can imply.
- Less healthy food rulesThe less healthy food and drink advertising restrictions
Paid online ads for identifiable less healthy products from larger businesses.
- Pet food rulesRegulation (EC) No 767/2009 on feed, as it applies in Great Britain (opens in a new tab)
Pet food may not claim to prevent, treat or cure a disease.
- Vet medicines rulesThe Veterinary Medicines Regulations 2013 (opens in a new tab)
Medicinal claims for animals, and which medicines can be advertised to the public.
- CAP 5CAP Code section 5: children (opens in a new tab)
How children are shown in ads and how ads speak to them.
- Infant formula rulesRegulation (EU) 2016/127 on infant and follow-on formula, as it applies in Great Britain (opens in a new tab)
Infant formula may not be advertised; follow-on formula ads may not look like it.
- CAP 11CAP Code section 11: environmental claims (opens in a new tab)
Green, sustainable and carbon claims, and the evidence they need.