What you can and can’t say about pet products on Instagram
Pet food, treats and supplements can’t claim to treat an animal. Only an authorised vet medicine can.
- Change before it runsPet food rules
“This cured my dog’s arthritis.”
Flagged by this rulebook
- Fine to say
“He’s had this every morning for a year.”
- Change before it runsVet medicines rules
“Our prescription flea treatment, no vet visit needed.”
Flagged by this rulebook
- Fine to say
“#ad Her new favourite treats”
Verdicts from Affilo’s claims check and this playbook’s rulebook.
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.
- Change before it runs
“Her new favourite treats #sp”
Flagged by the #ad check · CAP 2
- Change before it runs
“He goes mad for these #collab”
Flagged by the #ad check · CAP 2
- Fine to say
“#ad Her new favourite treats”
- Fine to say
“#ad What goes in his bowl every morning”
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.
Food and treats can’t treat disease
Only an authorised veterinary medicine can claim to prevent, treat or cure a disease. Food, treats and supplements can’t.
- Change before it runs
“This cured my dog’s arthritis.”
Flagged by this rulebook · Pet food rules, Vet medicines rules
- Change before it runs
“Heals itchy skin and ear infections.”
Flagged by this rulebook · Pet food rules, Vet medicines rules
- Fine to say
“He’s had this every morning for a year.”
- Fine to say
“She clears the bowl every time.”
Prescription medicines can’t be advertised
Prescription-only veterinary medicines (POM-V and POM-VPS) can’t be advertised to the public at all.
- Change before it runs
“Our prescription flea treatment, no vet visit needed.”
Flagged by this rulebook · Vet medicines rules
Don’t claim proof you can’t show
Clinically proven, expert recommended and the like need evidence the brand holds before the ad runs, about this product.
- Change before it runs
“Vet recommended.”
Flagged by this rulebook · CAP 3
- Change before it runs
“Vets say every dog needs this.”
Flagged by this rulebook · CAP 3
- Fine to say
“Ask your vet if it suits your dog.”
No promises about results
Guaranteed, instant or for everyone is likely to mislead. Say what it was like for you.
- Check the evidence
“Guaranteed results for every dog.”
Flagged by the claims check · CAP 3
Try: Say what it’s like for you, not for everyone.
- Fine to say
“What we noticed after a month.”
Made with AI? Say so
AI-made people, results and testimonials need a label wherever a viewer would take them as real.
- Check the evidence
An AI-made person giving a testimonial, with nothing to say so
For your reviewer · CAP 3
- Check the evidence
A result the product can’t give, made with AI
For your reviewer · CAP 3
- Fine to say
Add a short on-screen line: “Made with AI”.
Start with this 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
- Not allowedCures, heals or treats any condition
- Not allowedArthritis, infection or allergy
- Not allowedPrescription
- Not allowedVet recommended
- Not allowedVets say
Lines creators may say
- AllowedEvery morning for a year
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.
The source rules
As read on 7 November 2026.
- 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.
- 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.
- 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.