The Advertising Standards Authority has published comprehensive new guidelines regarding the disclosure of artificial intelligence in social media marketing this month. These rules mandate that UK influencers must explicitly label any content that utilises AI-generated imagery or deepfake technology when promoting brands. The move follows concerns amongst regulators regarding the potential for synthetic media to mislead consumers. The guidance stipulates that labels must be prominent and easily understood by the average viewer, avoiding vague industry jargon. Marketing Week reports that failure to comply could result in the removal of content and public naming of both the creator and the brand. Current statistics show that forty per cent of consumers are unable to distinguish between real and AI-generated marketing material without clear signposting. Creators must now integrate transparent disclosure practices into their content creation workflows to remain compliant with the Online Safety Act and CAP Code. This shift underscores the importance of maintaining trust and authenticity within digital communities. Entrepreneurs should ensure their marketing teams are fully briefed on these legal requirements to avoid significant reputational damage.