Campaigners need to include imprints on some digital campaign material.

Changes

Imprints are details that need to appear on political or election-related material to show who has produced and paid for the material. They need to include the name and address of the promoter and any person on behalf of whom the material is being published. 

Paid digital adverts need an imprint based on its purpose. For example, a paid advert needs an imprint if its purpose can be reasonably regarded to influence the public to give support to or withhold support from:

  • one or more political parties 
  • a candidate or future candidate
  • an elected office-holder (such as an MP or a councillor)
  • political parties, candidates, future candidates or elected office-holders that are linked by their support for or opposition to particular policies, or by holding particular opinions
  • other categories of candidates, future candidates or elected office-holders that are not based on policies or opinions – for example, candidates who went to a state school, or MPs who grew up in their constituency

Paid digital adverts that meet any of these conditions require an imprint at all times, not just in the run-up to elections.

Organic digital material, or material that is not a ‘paid advert’, needs to include an imprint if it is both:

  • published by or on behalf of:
    • a registered political party
    • a registered non-party campaigner
    • a candidate or future candidate
    • an elected office-holder (such as an MP or a councillor)
    • a registered referendum campaigner
    • a registered recall petition campaigner
  • and, is election or recall petition material

Material requiring an imprint includes:

  • social media posts
  • website material
  • adverts in online newspapers
  • videos
  • images
  • direct messages on Whatsapp

It is also required on audio material such as adverts in podcasts or streams. 

Digital imprint rules are also in place for some elections and referendums in Scotland.

An ordinary member of the public does not need to include an imprint on any organic digital material.

Our role

We are responsible for enforcing the law for imprints on printed election material for parties and non-party campaigners. Candidates are also required to add imprints to printed election material, and these laws are enforced by the police.

We now have a similar responsibility for imprints on digital material. 

We have produced statutory guidance for parties and campaigners on the digital imprints requirements. This is for parties, non-party campaigners, candidates, future candidates, elected officeholders and recall petition campaigners. Read our guidance on imprints.