Rules and ethics
Part of Do UK micro influencers accept free products?
Do UK micro influencers accept free products?
UK micro influencers often accept free products, but gifting is not payment. Learn when to seed, when to pay, and how ASA rules treat gifted posts.
What to take away
- Many UK micro influencers will accept free products, but most treat a gift as a sample, not as full payment for a campaign.
- Gifting works best when the product is relevant, the brief is light, and you expect no guaranteed post.
- Paid posts need clear fees, usage terms and payment dates agreed before work starts.
- Gifted content still needs an ad label when you control the message or pay for placement.
- Keep evidence of briefs, labels and invoices in case the ASA or a consumer complains.
Gifting is common, but it is not a fee
UK micro influencers often say yes to free products because the barrier to entry is low. A nano creator with a small following may accept a £30 skincare set (illustrative figure) for a review, but that does not mean the post is free to produce. They still spend time filming, editing and answering comments.
If you are building a list from scratch, our guide to finding micro influencers without an agency explains where to look beyond hashtags and directory lists.
When free products are enough
Product seeding works when you want awareness, not control. Send the item, ask for no fixed post, and make clear that any coverage must be labelled if you have editorial input. A £25 gift (illustrative figure) with no brief is usually a gift. A £25 gift (illustrative figure) plus required wording, posting dates and approval is closer to paid work.
Gift vs Paid Brief
Gifted
- Post required
- No fixed post
- Wording
- No required wording
- Dates
- No posting dates
- Approval
- No approval
- Discount code
- None
Paid brief
- Post required
- Three Stories
- Wording
- Required wording
- Dates
- Set posting dates
- Approval
- Content approval
- Discount code
- Included
Do not call a campaign 'gifted' if you require three Stories, a grid post and a discount code. That is a paid brief with a product included. UK micro influencers spot the difference quickly, and they may quote a fee after you have already shipped the item.
Payment terms for paid posts
Agree these terms in writing before dispatch:
Paid Post Terms
- Fee and whether VAT applies
- Deliverablesone Reel, two Stories
- Usage rights and reuse period
- Payment date, e.g. 30 days
- Whether gift is separate from fee
UK micro influencer payment terms vary. Many creators ask for 50% in advance (illustrative figure) or payment within 14 to 30 days (illustrative timing) of the live date. Others charge late fees. Put the date in the contract, not in a direct message.
Our briefing micro influencers step by step guide shows how to turn those terms into a one-page brief.
How to label gifted content
The ASA advertising codes require marketing communications to be obviously identifiable as such. That rule applies to gifted posts where you control the message, choose the wording or approve the content. Use 'Ad' or '#ad' at the start of the caption. Do not hide it among twenty tags.
If a creator adds an affiliate link, the ASA advice on affiliate marketing treats that link as advertising too. A free product plus a commission link is still a commercial relationship. The label needs to reflect both the gift and the link.
Keep records and handle personal data
Collect only the creator details you need. If you store addresses, bank details or tax information, you must follow the ICO guide to UK GDPR. Delete old spreadsheets and limit access to finance and campaign staff.
Keep a simple log for each gifting campaign: who received what, when it was sent, what was agreed and what was published. If the ASA receives a complaint, this log is your evidence. It also helps you compare creators who deliver against those who only accept free products.
Common questions
Do UK micro influencers accept free products?
Yes, many do, especially nano creators. Acceptance is highest when the product fits their niche and the ask is low. It is not guaranteed.
Should I pay if I only want one post?
Usually yes. A single required post is paid work. You can test with gifting, but do not expect a fixed deliverable without a fee.
Do gifted posts need #ad?
If you control the message, pay for boosting, or require specific wording, yes. If the creator chooses to post with no brand input, they may still label it as a gift under ASA rules.
What payment terms are normal in the UK?
Many micro influencers ask for 50% in advance (illustrative figure) or payment within 14 to 30 days (illustrative timing) of the live date. Agree the fee, deliverables, usage and payment date in writing.
