Welsh-language and S4C sponsorship disclosure for Welsh creators

What to take away

Bilingual ad disclosure duties for Welsh creators

If you make content in Welsh, your ad disclosure has to work in Welsh. The Advertising Standards Authority (ASA) does not treat a Welsh-language post as a lesser format. The same rules apply whether the caption is in Welsh, English or both.

The core duty is simple: the audience must know, before they engage, that what follows is an ad.

The ASA's guidance on recognising ads on social media explains that labels such as "Ad" or "Advertisement" must be upfront and not hidden among hashtags. You can read the full guidance here: Recognising ads: Social media and influencer marketing - ASA | CAP.

This matters for Welsh creators because bilingual posts are common. A caption might start in Welsh, switch to English for product names, then return to Welsh. The disclosure must survive that switch.

There is also a contracts angle. If you sign with a Welsh brand or a public body, your contract may specify the exact wording. The contract clause on disclosure policy is explained in our guide, and the same drafting habits cross the border.

One more point: paid partnerships are not the only thing that needs a label. Gifts, loans, free trips and affiliate links all count if they could affect how you present the brand. In Welsh, "anrheg" or "benthyciad" can signal a gift or loan, but the ASA expects a clear ad label, not just a gift note.

What S4C sponsorship rules require

S4C is the Welsh-language public broadcaster. It is funded by the licence fee and by commercial revenue, including sponsorship and advertising. That dual funding is why its sponsorship rules are strict.

Sponsorship on S4C must be clearly separated from editorial and programme content. A sponsor credit cannot look like part of the programme. It cannot imply that the sponsor made or approved the programme.

For creators, the practical effect is this: if you appear in S4C content, or if you make content for an S4C-adjacent brand, the sponsor's name must be handled as a credit, not as a recommendation. You cannot slip a sponsor mention into a presenter's script as if it were editorial.

S4C also has rules about where sponsorship credits can appear. They are capped at 15 seconds and must sit at the start or end of a programme, or in a break. They do not interrupt the programme itself.

If you are a Welsh creator working with a sponsor that also sponsors S4C programming, be careful about cross-promotion. Your own social posts are not S4C broadcasts, but they can still be covered by the CAP Code. The sponsor may ask you to echo a credit line. That line still needs an ad label on your channel.

S4C cannot take sponsorship from alcohol, gambling, medicines, or food and drink high in fat, salt or sugar (HFSS). If your sponsor is in one of those sectors, check the brief before you agree to anything.

Finally, remember that S4C is not the only broadcaster in Wales. BBC Cymru Wales and ITV Cymru Wales also operate under public-service obligations. Their sponsorship and advertising rules differ, so do not assume one set covers all.

Public-broadcaster sponsorship and the CAP Code

The CAP Code is the rulebook for non-broadcast advertising in the UK. It covers most influencer marketing, including social media posts, blogs and podcasts. The ASA enforces it. You can find the full text here: Non-broadcast Code - ASA | CAP.

Broadcast advertising is different. The Broadcast Code covers ads on TV and radio, including video and audio content that goes out on broadcast services. The ASA publishes it here: Broadcast Code - ASA | CAP.

Why does the split matter for Welsh creators? Because a single campaign can fall under both. A video made for a sponsor's social channel is non-broadcast. The same video, if it airs on S4C or a commercial radio station, is broadcast. The disclosure must satisfy the relevant code.

For most Welsh creators, the CAP Code is the day-to-day rulebook. It requires that ads are obviously identifiable as ads. That means no ambiguous hashtags like "#sp" on their own, and no disclosure hidden in a comment.

The Broadcast Code adds rules on separation, timing and content. Sponsorship credits on broadcast services must not be promotional in tone beyond identifying the sponsor. They must not encourage viewers to buy the product directly.

There is also the CMA's influencer guidance, which sits alongside the ASA rules. The Competition and Markets Authority can take action if a commercial relationship is not disclosed. The GOV.UK guidance for content creators sets out the plain-English obligations: Social media endorsements: guidance for content creators - GOV.UK.

If you are drafting a contract, it pays to check the rules and ethics before you sign. A sponsor that does not understand the CAP Code can leave you carrying the risk.

Public-sector sponsors in Wales, such as Visit Wales, often have their own approval processes. Visit Wales, for example, requires creators to submit their disclosure wording to the campaign manager for approval before publication. Build that into your timeline.

Welsh-language wording that still counts as prominent disclosure

Prominent disclosure in Welsh means the label is easy to see, easy to read and placed before the audience has to make a decision. A small "hysbyseb" at the end of a long caption is not prominent.

Here is a worked example. A Welsh creator posts a video about a Welsh clothing brand. The caption is in Welsh. The first line reads: "Hysbyseb: cydweithio â [brand]". The video itself opens with a two-second on-screen label: "Hysbyseb / Ad". The brand is tagged in the first line, not buried.

That passes the prominence test. The label is in Welsh, it is bilingual, and it appears before the content. A viewer scrolling past sees the ad label immediately.

Now a failing example. The same creator writes a long Welsh story about a day out, thanks the brand at the end, and adds "#hysbyseb" among twenty other hashtags. The label is there, but it is not prominent. The ASA has ruled against this pattern.

So what counts as prominent in Welsh? Use these tests:

Welsh wording options include "Hysbyseb" (advertisement), "Cydweithio â" (partnership with), "Noddwyd gan" (sponsored by) and "Ad" as a short bilingual label. "Noddwyd gan" is common in broadcast sponsorship credits, but on social media it can be ambiguous. Pair it with "Hysbyseb" for clarity.

A common mistake is to use "gyda" (with) to signal a partnership. "Gyda [brand]" does not tell the audience it is paid. It reads like a collaboration, not an ad. Use a clear ad word instead.

Another mistake is to assume that a Welsh-language audience will understand an English-only label. Many will, but the ASA expects the disclosure to be as clear as the content. If the content is in Welsh, the label should be in Welsh too.

Bilingual disclosure wording is not just a courtesy. It is a risk management tool. If a complaint is made, the ASA will look at whether the audience could identify the ad. A bilingual label removes doubt.

Working with Welsh brands and bilingual briefs

Welsh brands often want bilingual campaigns. That is good for reach, but it doubles the disclosure work. You need a label that works in both languages, or two labels that each do the job.

When you receive a brief, check whether it specifies the disclosure wording. Many Welsh brands will suggest "Hysbyseb" or "Ad". If the brief is silent, propose your own wording and get it approved in writing.

Public-sector sponsors in Wales may have stricter requirements. They might ask for a Welsh-language disclosure even if the post is mainly in English. That is because they have their own Welsh-language standards, and they do not want to be seen to be downgrading Welsh.

If you are working with a brand that also sponsors S4C programming, expect extra caution. The brand may want to avoid any suggestion that its S4C credit is being extended into your channel.

Bilingual briefs should also cover the contract. Who approves the final caption? What happens if the ASA receives a complaint? Who pays if the ad has to be taken down? These questions belong in the agreement, not in a DM.

The contract clauses on ad identification are set out in our guide to advertising rules, which is a useful starting point.

Checklist for Welsh-language sponsorship agreements

Use this checklist before you sign a Welsh-language sponsorship deal. It covers the disclosure and broadcast issues that come up most often.

If any box is unticked, ask for it in writing before you publish. A verbal assurance is not enough if the ASA comes calling.

Common questions