context in which the game is made advertising is obviously identifiable as available, any references to the such. The audience should be able to product, brand or organisation in recognise immediately when content or around the game and the target is advertising, without having to click audience as relevant. or interact with it. Influencers At a minimum, the ASA is likely to expect an influencer’s advertising There are specific rules to be content to include a prominent label aware of if/when using influencers upfront (which usually means at the to advertise games, applying beginning) to highlight that a post equally to all forms of marketing is a marketing communication. The communications including ASA (and the CMA) prefer labels advertorials, affiliate advertising and that explicitly call out the content own-game promotions. as ‘advertising’, eg ‘ad’. It’s not The issue with influencer advertising is necessary to use ‘#’ as part of the it tends to be less readily identifiable label, but you can do so. due to its close resemblance to eSports surrounding ‘editorial’ content. The ASA’s research on influencer CAP has issued an Advice Notice marketing has found that social setting out how to comply with media users struggle to tell advertising rules when marketing advertising content from non- eSports-related gambling on social advertising content. media. It did not introduce new rules The responsibility is on the advertiser but applied existing rules to eSports. and the influencer to ensure that For more information on advertising consumers understand when they’re gambling, see our Gambling section. engaging with an ad and that 90