# What you can and can’t say about home products on Instagram

> Home ads get pulled for green claims with nothing behind them, and for candles that claim to calm.

**A first pass, not legal advice.** This playbook sets out the main rules for ads seen in the UK, as we read them on 7 November 2026. It is a starting point for briefing creators, not legal advice. Check your claims with your compliance lead or a lawyer before an ad runs.

## Say it’s an ad, up front

Paid or on commission, the post is an ad, and people have to know that before they tap or read on. Source: CAP 2, Influencer guidance.

Don’t say:

- Cosy corner glow up \#sp (Flagged by the #ad check, CAP 2)
- Our new bedding, obsessed \#collab (Flagged by the #ad check, CAP 2)

Say instead:

- \#ad Our cosy corner, done
- \#ad A week with our new bedding

Put \#ad at the start of the caption and turn on Instagram’s paid partnership label too. In Stories, label every frame the product is in.

## Green claims need detail and proof

Eco-friendly, sustainable and carbon neutral are claims about the whole product. Say exactly what’s true. Source: CAP 11.

Don’t say:

- Completely eco-friendly. (Flagged by this rulebook, CAP 11)
- 100% sustainable, guilt free. (Flagged by this rulebook, CAP 11)
- Carbon neutral candles. (Flagged by this rulebook, CAP 11)

Say instead:

- The cover is 80% recycled cotton, it says so on the label.

## Candles and mattresses can’t treat anything

A candle, diffuser or mattress can’t claim to treat anxiety, asthma, back pain or sleep problems. Source: CAP 12.

Don’t say:

- This diffuser helps my anxiety. (Flagged by this rulebook, CAP 12)
- The mattress that fixed my back pain. (Flagged by this rulebook, CAP 12)

Say instead:

- It’s the last thing I light before bed.

## Germ claims need lab results

Kills 99.9% of germs and antibacterial are claims that need test results for this product. Source: CAP 3.

Don’t say:

- Kills 99.9% of germs. (Flagged by this rulebook, CAP 3)
- Antibacterial, so you can skip the bleach. (Flagged by this rulebook, CAP 3)

Say instead:

- I use it on the worktops every evening.

## Prices and made in claims must be true

A was price must be a real recent price, and handmade or made in Britain must be true of this product. Source: CAP 3.

Don’t say:

- Was £80, now £40, when it never sold at £80 (For your reviewer, CAP 3)
- Handmade, when it’s made in a factory (For your reviewer, CAP 3)

Say instead:

- Give the offer only as the brand gives it to you

## Made with AI? Say so

AI-made people, results and testimonials need a label wherever a viewer would take them as real. Source: CAP 3.

Don’t say:

- An AI-made person giving a testimonial, with nothing to say so (For your reviewer, CAP 3)
- A result the product can’t give, made with AI (For your reviewer, CAP 3)

Say instead:

- Add a short on-screen line: “Made with AI”.

## The rulebook

Sign up as a brand and these lines go on every product you add, ready to edit. Creators see them with the brief, and every script is read against them when it comes in for review.

Lines creators may not say:

- Eco-friendly or planet friendly
- 100% sustainable
- Carbon neutral
- Anxiety, asthma or insomnia
- Fixes pain
- Kills germs
- Antibacterial

Lines creators may say:

- The last thing I light before bed

Disclosure: \#ad

[Use this rulebook](https://affilo.app/playbooks/home/use)

## Sources

- [CAP Code section 2: recognition of marketing communications](https://www.asa.org.uk/type/non_broadcast/code_section/02.html): An ad must be obviously identifiable as an ad.
- [CAP Code section 3: misleading advertising](https://www.asa.org.uk/type/non_broadcast/code_section/03.html): Evidence for objective claims, testimonials, prices and edited images.
- [CAP Code section 11: environmental claims](https://www.asa.org.uk/type/non_broadcast/code_section/11.html): Green, sustainable and carbon claims, and the evidence they need.
- [CAP Code section 12: medicines, medical devices, health-related and beauty products](https://www.asa.org.uk/type/non_broadcast/code_section/12.html): Medical claims, and what beauty and health products may say.
- [The ASA and CMA guide for influencers on making clear that ads are ads](https://www.asa.org.uk/resource/influencers-guide.html): Where \#ad goes, and which labels aren’t enough.

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Rules as read on 7 November 2026. Source: https://affilo.app/playbooks/home
PDF: https://affilo.app/playbooks/home/pdf