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- Identify the person, account and business being promoted.
- Unpaid third-party promotion can still need a permit review.
- An individual permit and a company’s licensed activity are separate checks.
Start with whose business appears in the post
A founder talking about their own service is a different situation from a creator promoting another company’s launch. Before planning a collaboration, name the publisher, the account owner and the business receiving the promotion. Keep that description specific.
The official Advertiser Permit initiative is the starting point for scope and exemptions. Its own-business exemption refers to individuals using their personal accounts. Avoid stretching that wording into a blanket exemption for employees, agencies or any account carrying a company logo.
Does payment decide whether a check is needed?
No. The official framework covers advertising activities with or without financial compensation. A gifted product, reciprocal promotion or unpaid collaboration deserves a scope check too. Calling a post a favour does not answer the regulatory question.
Where the facts do not clearly fit the published guidance, ask the regulator or an appropriately qualified adviser before the campaign goes live.
Keep three permissions separate
- The individual publisher’s permit position.
- The company’s licensed business or advertising activity.
- Any sector-specific approval for the advertised product or service.
A media permit does not settle every product claim, and a trade licence does not automatically settle the individual publisher’s obligations. Give each question its own owner in the campaign brief.
What should a collaboration brief record?
Record the parties, account handles, planned content, compensation or gifts, required permits and approval responsibilities. Confirm any required permit-number display and advertising disclosures with the current guidance. Save approvals and the final agreed version before publishing.
For example, a business owner’s own-service update and an unrelated hotel promotion should not automatically share the same permit assumption. Treat that as a prompt to review the facts, rather than a conclusion about a particular creator.
Check the activity before selling marketing services
If you will run campaigns for clients, describe that paid work when selecting your business activity. Content creation, advertising management and other services can involve different licensing questions. Ask for written confirmation of the proposed scope so the sales offer and licence remain aligned.
