UK advertising regulation on YouTube videos is a fascinating area. It all blew up in November, when the ASA ruled that a Oreo sponsorship series did not make it clear that there was paid placement. Since then, YouTubers have generally followed the suggestions laid out in the original complaint by adding ‘Sponsored by’ disclosures to videos.
However, in this latest case on the Procter & Gamble makeup videos, the ASA indicates that such disclosures are not sufficient. In fact, the ASA wants commercial affiliations to be made clear before the video is even played.