Verify the sources a creator contracts tool says it follows

What to take away

Treat every compliance claim as a claim

A supplier's compliance claim is only as good as the document behind it. Ask which rule, code or reference page each claim rests on, then open that page yourself. Five steps make the habit repeatable, whichever creator contracts tool you are looking at.

A claim with no named source stays unverified. That does not make the tool bad, but it should not earn credit when you compare suppliers side by side.

Fix the jurisdiction before you open any source

State which jurisdiction you operate in before you read a single page. England, Scotland, Wales and Northern Ireland share most advertising rules through the CAP Code, but data protection and some trading rules differ, so a source that fits one nation may not fit another.

Write the requirements down at the same time: draft the agreement, attach an ad disclosure schedule, route approvals, store the signed version and export a report. Set them before you see any pricing, so a cheap tool with no audit trail cannot win on cost alone.

Match each claim to the source that should answer it

Each claim has a home. The table pairs the claims you will hear most often with the page that settles them, so you open the right document first and do not rely on the supplier's summary.

Check disclosure claims against the CAP Code

Disclosure claims rest on Section 2 of the CAP Code, which covers the recognition of marketing communications (rules 2.1 to 2.4). Rule 2.1 requires marketing communications to be obviously identifiable as such, so a tool's label field should map to it.

The ASA's own guidance, "Recognising ads: social media and influencer marketing", sets out when a post needs an "ad" label and where the label has to appear. Sponsorship content must be obviously identifiable as an ad, and the UK rules are the place to read the full position.

The ASA is not the only regulator. The Competition and Markets Authority is the lead authority for hidden advertising under consumer law, and a creator who uses hidden ads may be in breach of consumer protection law and face a substantial fine.

Under the Digital Markets, Competition and Consumers Act 2024 the CMA can now act directly against unfair commercial practices, including endorsements that mislead, rather than going to court first.

Check data claims against the ICO

For personal data in creator records, the framework rests on the Data Protection Act 2018, and the Information Commissioner's Office is the regulator that enforces it. Ask which lawful basis under the UK GDPR the supplier relies on, and ask for the answer in writing.

The options carry different duties: consent (Article 6(1)(a)), performance of a contract (Article 6(1)(b)), a legal obligation (Article 6(1)(c)) and legitimate interests (Article 6(1)(f)). The retention period follows from the basis chosen, so a supplier that cannot name one cannot justify the other.

The ICO publishes a register of fee payers that can be downloaded as a dataset, which lets you check whether a supplier has registered. The ICO's guidance on lawful basis and on storage limitation is the reference document to hold the supplier's answer against. See also creator contracts data protection.

Ask for the version date

Rules are revised, and a tool built on an old summary of the CAP Code will not carry you through a campaign that runs for months. Ask for the version date of every code or standard a supplier cites, and compare it with the date on the regulator's page.

Digital ad supply chain standards matter when a sponsorship includes programmatic placement. The IAB UK Gold Standard letter explains the commitments signatories make, which can affect how a tool records placement data. HMRC is the authority for tax, and a supplier's template does not settle any of it.

See what a source check changes

The check changes what you can defend. The table shows the same decision before and after you open the sources, from the shortlist through to sign-off.

Build the source questions into your questionnaire

Turn the four questions into a short questionnaire and send it to every supplier, so the answers compare. Add: where is the data stored, who can export it, and what happens when a creator deletes their account.

Add an exit question as well: if you leave the platform, what happens to stored contracts and disclosure records, and in what format are they returned. Keep the answers with the signed sponsorship agreement, so a future disclosure query has a paper trail.

Where a supplier's answers raise doubts, move to a fuller vendor due diligence review. Where the questionnaire is settled, approval routing is the next job. For the wider choice of providers, read the tools and supplier guide.

Common questions

Which source should I check first?

Start with the CAP Code and the ASA's enforcement pages, then check the Data Protection Act 2018 if you hold creator personal data. Add the CMA's guidance on social media endorsements for anything a follower sees, HMRC for the tax treatment of the payment, and the IAB UK Gold Standard only if programmatic placement is involved.

What if a supplier cites no source?

Treat the claim as unverified and say so in your notes. Ask for the source in writing, and score the supplier on the answer rather than on the claim.

Can a supplier guarantee my campaign is compliant?

No. A supplier can support your process, but responsibility for the sponsorship agreement and its disclosures stays with the advertiser or agency that publishes the content.

Is this legal or tax advice?

No. It is general guidance. Contract terms, VAT and data protection duties depend on your own facts, so check HMRC's own guidance on the tax treatment of the payment and take advice from a qualified adviser before signing.