Where UK creators can apply
| Route | What to check as a UK creator |
|---|---|
| OVO creator network | Your audience market, so UK, US, and international briefs can be matched to the right audience |
| YouTube Creator Partnerships | Whether the UK is on YouTube's list of available countries, plus Partner Program membership |
| Meta Creator Marketplace on Instagram | Whether the marketplace is open to your account, and your brand interests set inside it |
| TikTok One | Which projects are open to creators in your market |
| Direct pitches to UK brands | Who handles partnerships at the brand, and whether they ship to your audience |
Label ads the way UK regulators expect
The ASA's advice says labels such as "Ad", "Advert", "Advertising", and "Ad Feature" are very likely to be acceptable, and that a "#" is not required if the label is prominent. The label needs to appear upfront, early enough that people see it before they click. Abbreviations such as "sp" and "spon" are likely to be insufficient.
Gifts and affiliate links count too
The CMA's guide for influencers says to tell your audience when you have a business connection with a brand, including when you received a product free or at a discount, or were paid directly or through affiliate earnings. The CMA says the rules apply regardless of how many followers you have.
If much of your audience is in the US
The FTC says that when you post from abroad, US law applies if it is reasonably foreseeable that the post will affect US consumers. A UK creator with a large US audience should meet both the UK labeling rules and the FTC's disclosure guidance on the same post.
What UK brands check first
- The share of your audience in the UK, from your platform insights with a date range
- Recent views or reach across several posts, not one post that took off
- Past paid posts labeled clearly as ads
- Whether the product category fits what you already make
Apply to the OVO creator network
OVO runs influencer campaigns for consumer brands and reviews creators in the UK the same way as creators anywhere else. Its sourcing focus includes fitness, activewear, wellness, beauty, and lifestyle, and other niches can apply. Applying does not guarantee selection or paid work.
Frequently asked questions
Can I apply to OVO from the UK?
Yes. Submit your public profile and your audience market. Applying does not guarantee selection or paid work.
Is #gifted enough for a free product in the UK?
Check the current ASA and CMA guidance for your exact case. The CMA expects you to tell your audience when you received a product free, and the ASA expects any advert to be clearly labeled upfront.
Do UK rules apply to small accounts?
Yes. The CMA says its guidance applies regardless of follower count.
Can a UK creator work with US brands?
Yes. If US consumers are likely to see the post, follow the FTC's disclosure guidance as well as the UK rules.
- ASA, Recognising ads: social media and influencer marketing (2026)
- CMA, Social media endorsements: guide for influencers (2025)
- CAP and CMA, Influencers' guide to making clear that ads are ads (2023)
- FTC, Disclosures 101 for Social Media Influencers (2019)
- YouTube Help, get started with YouTube Creator Partnerships (2026)
Established influencers worldwide can apply for paid brand campaigns built around their audiences.
Join the networkOur team reviews each inquiry for fit. If we can help, we will use the email you provide to discuss next steps.