Statutory guidance on digital imprints

A video or image can still be required to display an imprint even if it contains no text.

If your material is a video or image, it will usually be reasonably practicable to include the imprint in the video or image, especially if you have created it yourself. If this is not reasonably practicable, for example if the material is a very small image, you must include the imprint somewhere directly accessible from it.

If your material is a social media post which contains a video or image, then it will usually be reasonably practicable to include the imprint as a part of the post. Where it is reasonably practicable to include the imprint as part of the post, the best way to do this is to include it in the content of the video or image itself.

This is because if it is shared, the imprint is more likely to remain a part of the material. This means that voters will see the original imprint as it is shared, which provides the most effective transparency. It is also less likely that people sharing the material will be required to include their own imprint when they share it. Further detail is included in the section Sharing and republishing.

Alternatively, you can include the imprint somewhere else in the post. For example when uploading a video to YouTube, you can include the imprint in the video’s description.