Influencer visits can fill tables, but they come with rules. In the UK, the Advertising Standards Authority's CAP Code and consumer protection law require that content is clearly labelled as an ad whenever the creator has received payment, a free meal or another incentive and the venue has some control over the message. Venues that pay for or gift content share responsibility for proper disclosure. Setting clear terms in writing helps: what's included, the number and type of posts, timing and whether drinks or extra courses are covered.
Some self-styled influencers ask for free meals in exchange for exposure, and checking their real audience, engagement and location saves wasted covers. Smaller local creators, often called micro-influencers, frequently deliver better value because their followers actually live nearby and trust their recommendations. Staff should know when an influencer is visiting so service is smooth but not obviously different. The best results usually come when a creator genuinely loves the place and would have come anyway.
What we ask on the show
- What's the most outrageous request you've had from an influencer?
- Do influencer visits actually bring in bookings?
- How do you check whether someone's following is real?
- Should venues pay creators, or only ever offer a meal?