Statutory guidance on digital imprints

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Political material relating to referendums

A paid advert will be political material if its sole or primary purpose can reasonably be regarded as intended to influence the public, or any section of the public, to give support to or withhold support from the holding of, or a particular outcome of, any kind of referendum in the UK, such as:

  • a UK-wide referendum
  • a referendum held in England, Scotland, Wales or Northern Ireland, or any combination of those
  • a Senedd referendum
  • a local authority governance referendum
  • a local government referendum
  • a local poll
  • a council tax increases referendum
  • a parish poll
  • a Neighbourhood Planning referendum

Any paid digital advert that supports an outcome in a referendum that is being held must have an imprint.

Any paid digital advert that promotes an outcome in a potential future referendum must have an imprint, even if that referendum has not yet been called or legislated for.

For example, there is speculation about a referendum being held on an issue, but it has not yet been officially called or legislated for. If a campaigner places a paid advert saying ‘VOTE YES’ to the particular issue, this could be reasonably regarded as influencing the public to support a particular outcome (Yes) in a future referendum. Therefore it would require an imprint.

Any paid digital advert that expressly advocates the holding of a new referendum must have an imprint. It does not matter if the referendum is unlikely to be held – the imprint requirements still apply.

For example, a paid digital advert calling for a referendum on an independent North of England would require an imprint.

Paid adverts relating only to referendums held in the past will not be political material under the referendum part of the definition.

For example, a paid advert marking the anniversary of the 1998 referendum in Northern Ireland which endorsed the Good Friday Agreement would not need an imprint.

Some paid digital adverts may relate to:

  • the subject matter of a past referendum
  • the consequences of the outcome of a referendum
  • the implementation of a referendum result

Since in these cases the referendum is over, this material will only require an imprint if it meets one of the other criteria for political material.

For example, a paid advert published after a referendum saying ‘RESPECT THE RESULT’ could not be reasonably regarded as intended to influence the public to give support to the winning outcome in the referendum, because the referendum is already over.

However, depending on the context and the material, it may be political material for another reason. For example, it might be reasonably regarded as intended to influence the public to give support to a particular party or category of elected office-holders who have particular views on how to implement the result, or to withhold support for the holding of a second referendum.

Last updated: 20 January 2026