# 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.

**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:

- My new holy grail serum \#gifted (Flagged by the #ad check, CAP 2)
- Using this every night now \#spon (Flagged by the #ad check, CAP 2)

Say instead:

- \#ad My evening routine with this serum
- \#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. Source: CAP 12.

Don’t say:

- This cleared my eczema in two weeks. (Flagged by this rulebook, CAP 12)
- Heals acne scars for good. (Flagged by this rulebook, CAP 12)
- It cures my rosacea. (Flagged by this rulebook, CAP 12)

Say instead:

- My skin feels softer after a week.
- 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. Source: CAP 12, CAP 3.

Don’t say:

- Reverses ageing. (Flagged by this rulebook, CAP 12, CAP 3)
- Erases wrinkles for good. (Flagged by this rulebook, CAP 12, CAP 3)

Say instead:

- 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. Source: CAP 3.

Don’t say:

- A beauty filter on the after shot (For your reviewer, CAP 3)
- Before and after photos in different light (For your reviewer, CAP 3)

Say instead:

- 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. Source: CAP 3.

Don’t say:

- Dermatologist recommended. (Flagged by this rulebook, CAP 3)
- Clinically proven to reduce redness. (Flagged by the claims check, CAP 3)

Say instead:

- 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. Source: CAP 3.

Don’t say:

- Instant results. (Flagged by the claims check, CAP 3)
- Works for everyone. (Flagged by the claims check, CAP 3)

Say instead:

- 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. 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:

- Cures, treats or heals
- Eczema, psoriasis, rosacea or acne
- Reverses ageing
- Erases wrinkles
- Dermatologist recommended

Lines creators may say:

- My skin feels softer

Disclosure: \#ad

[Use this rulebook](https://affilo.app/playbooks/skincare/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 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/skincare
PDF: https://affilo.app/playbooks/skincare/pdf