What you can and can’t say about skincare on Instagram
Skincare can talk about how skin looks and feels. The trouble starts when a post claims more.
- Change before it runsCAP 12
“This cleared my eczema in two weeks.”
Flagged by this rulebook
- Fine to say
“My skin feels softer after a week.”
- Change before it runsCAP 12
“Reverses ageing.”
Flagged by this rulebook
- Fine to say
“#ad My evening routine with this serum”
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
“My new holy grail serum #gifted”
Flagged by the #ad check · CAP 2
- Change before it runs
“Using this every night now #spon”
Flagged by the #ad check · CAP 2
- Fine to say
“#ad My evening routine with this serum”
- Fine to say
“#ad A month of using this every night”
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.
Cosmetic effects only
Skincare can claim to change how skin looks and feels. Claims to treat a skin condition make it a medicine.
- Change before it runs
“This cleared my eczema in two weeks.”
Flagged by this rulebook · CAP 12
- Change before it runs
“Heals acne scars for good.”
Flagged by this rulebook · CAP 12
- Change before it runs
“It cures my rosacea.”
Flagged by this rulebook · CAP 12
- Fine to say
“My skin feels softer after a week.”
- Fine to say
“It looks less dry by the end of the day.”
Ageing: say how it looks, not what it does
Reduces the look of fine lines is a cosmetic claim that needs evidence. Reverses ageing claims to change the body.
- Change before it runs
“Reverses ageing.”
Flagged by this rulebook · CAP 12, CAP 3
- Change before it runs
“Erases wrinkles for good.”
Flagged by this rulebook · CAP 12, CAP 3
- Fine to say
“My skin looks smoother in the morning.”
No filters on the result
A filter or edit that changes how the product’s effect looks is misleading, even a light one.
- Check the evidence
A beauty filter on the after shot
For your reviewer · CAP 3
- Check the evidence
Before and after photos in different light
For your reviewer · CAP 3
- Fine to say
No filter, same light, a week apart
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
“Dermatologist recommended.”
Flagged by this rulebook · CAP 3
- Check the evidence
“Clinically proven to reduce redness.”
Flagged by the claims check · CAP 3
Try: Say why you chose it instead: “I wanted one that’s third-party tested.”
- Fine to say
“I chose it because it’s fragrance free.”
No promises about results
Guaranteed, instant or for everyone is likely to mislead. Say what it was like for you.
- Check the evidence
“Instant results.”
Flagged by the claims check · CAP 3
Try: Say what it’s like for you, not for everyone.
- Check the evidence
“Works for everyone.”
Flagged by the claims check · CAP 3
Try: Say what it’s like for you, not for everyone.
- Fine to say
“Here’s my skin after four weeks.”
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, treats or heals
- Not allowedEczema, psoriasis, rosacea or acne
- Not allowedReverses ageing
- Not allowedErases wrinkles
- Not allowedDermatologist recommended
Lines creators may say
- AllowedMy skin feels softer
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.
- 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.
- 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.