Costs, the ASA "Ad" label rule, and a safe way to pay.
To hire an influencer in the United Kingdom, shortlist creators whose recent posts reach your buyers, agree the price and ad rights in writing, make sure the post carries an upfront "Ad" label, and pay in stages.
The advertising rule in the UK
The ASA and CAP expect influencer ads to be obviously identifiable as ads. At a minimum the ASA is likely to expect a prominent "Ad" label upfront, usually at the beginning, that people can see without clicking or interacting. Burying it in a list of hashtags or under a "See more" fold has not been enough.
The ASA and the CMA prefer labels that say advertising outright, such as "Ad". A "#" is not required if the label is prominent and clearly separate. The ASA advises against "sponsored", and abbreviations such as "aff", "sp", and "spon" are likely to be considered insufficient. A brand @mention, a tag, or a discount code on its own has not been enough in rulings.
Instagram's Paid partnership tool may be enough if it is upfront and clear, but the ASA's 2026 research says it may not be enough on its own, so add an "Ad" label if you are unsure. If a creator earns commission through an affiliate link or code, the content counts as advertising, and the ASA typically treats the brand as at least jointly responsible.
This is not legal advice. Check the current rules, and agree in your contract who adds the label and where.
What it costs
We do not have a the UK-specific rate table. As a guide, the median agreed fee for one collaboration in Kolect's 2026 campaigns (global, in US dollars) was $250 for creators under 10K followers, $400 for 10K to 100K, and $600 for 100K to 500K. Convert to pounds at the day's rate and treat the number as a starting point for a negotiation.
To price one creator, use the influencer rate calculator.
Before you book
Ask for "Ad" as the first thing in the caption. On YouTube, the video title or thumbnail will likely need it too.
Do not accept "sponsored", "sp", or "spon" as the only label.
Say whether affiliate links or discount codes are part of the deal.
Agree who checks the live post, because a ruling can name both the brand and the influencer.
How Antellio handles the deal
Creators connect their accounts, so the media kit shows live stats.
Contracts fix the scope, dates, and usage. Milestones track the work.
The brand funds escrow, and the money is released when you approve.
Fees: 5% when a brand adds money to a wallet, and 5% when a creator cashes out. Brand plans are Launch $0, Growth $60, and Scale $200 a month.
Questions
How much does it cost to hire an influencer in the UK?
We do not publish a the UK-specific figure. Global medians from Kolect's 2026 campaigns were $250, $400, and $600 for creators under 10K, 10K to 100K, and 100K to 500K followers, so convert to pounds. Use the rate calculator for a specific creator.
Do influencer posts need a label in the UK?
Yes. The ASA expects paid and affiliate influencer content to be clearly labelled as advertising, with a prominent "Ad" label upfront that people can see without clicking. This is not legal advice.
Is a discount code enough to show a post is an ad?
No. The ASA has ruled against posts that relied on a personalised discount code alone, because viewers would have to work out the commercial relationship for themselves.
How do I pay a creator safely?
Put the scope, dates, usage, and price in a contract, and pay in stages. On Antellio the brand funds escrow and the money is released after you approve the work.