Do we need to include #ad in our posts?

No, #ad is generally not required when institutions share ambassador-created content through their own marketing channels. However, this guidance applies to UK institutions, and you should check with your individual institution.

Why is #ad used?

#ad is commonly used by social media influencers to indicate paid promotional content on their personal channels. It helps distinguish between authentic posts and sponsored content.


How is TAP content different?

  • Posts are created by ambassadors but published by the institution on its own channels.
  • TAP includes a reference to the content creator in the caption, which can be edited or removed.
  • The institution is promoting itself, not a third-party brand — this differs from influencer marketing.

What’s TAP’s position?

TAP believes it’s clear that the content is institution-led and not influencer advertising, so #ad is not necessary.
However, TAP cannot provide legal advice, so if you're unsure, please consult your institution’s legal or compliance team.