Imprints on digital material

Some digital campaign material must have an imprint. Imprints state who is responsible for publishing campaign material and who they’re promoting it for. 

Digital campaign material is any campaign content that is electronic (both online and offline). The content could be in text, audio or visual form. It includes social media posts, online ads, websites, messages on apps like WhatsApp, Signal or Telegram, and electronic billboards.

It does not include telephone calls, SMS messages, private messaging groups between friends and emails sent out by parties to their members.

The rules around imprints on digital material apply across the UK, but there are also extra requirements for imprints on material for Scottish Parliamentary elections and council elections in Scotland.

Examples of digital imprints

Here is an example of a digital imprint on a paid digital advert on Facebook:

Here is an example of a paid digital advert on Google:

Paid digital adverts

Material is a ‘paid digital advert’ if someone has paid to publish it as an advert on a platform. For example, ads you see on social media platforms are ‘paid digital adverts’. It doesn’t include content which a social media influencer or content creator has been paid to share as their own post.

A paid digital advert needs 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

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

Who is responsible for enforcing the law on imprints on digital material

Responsibility for ensuring that digital material has an imprint is split between us and the police, depending on the type of material.

We’re responsible for any material relating to:

• political parties
• groups of parties, candidates, future candidates or elected office-holders being for or against particular policies
• groups of parties, candidates, future candidates or elected office-holders holding particular opinions

The police are responsible for any material relating to:

• a particular candidate, future candidate or elected office-holder
• recall petitions

We don’t regulate the content of any material. You should contact the political party, candidate or non-party campaigner who published the material if you have any concerns about its content or would like to make a complaint. 

What you need to report a missing imprint

To report a missing digital imprint, you will need:

• the name of the platform the material was posted on
• information about who posted the material
• details about the material, including what the material is about, when you first saw the material, and if the material is a paid digital advert
• a link to the material or a screenshot of the material

Report a missing imprint

If you have seen digital material without an imprint that you think should include one and crucially is a type of digital material we regulate, please fill in our form. Please note we are not able to respond to every report.

Report a missing imprint

If digital material is missing an imprint but is a type of digital material regulated by the police, you should contact your local police.