Wrong actually. Everything basically needs to be tagged as #AD these days. Whether it's simply a gifted item, or paid partnership, regardless of editorial control.
People have mentioned Advertising Standards. ASA only get involved if the advertising company have editorial control over the ad. Feel free to post a link to the ASA pages if you think they say something different. People don't mean ASA, the mean CMA. But this supports my point that they don't really know what they're talking about. If they can't name the relevant government organisation how can I trust that they got the actual law right?
The CMA is fine with [ad].
Every post by Grackle discloses, up front, the relationship between her and the supplier.
From the CMA:
> It is not likely that there will be just ‘one way’ of explaining your relationship to a brand. The CMA takes the view that ‘Advertisement Feature’ or ‘Advertisement Promotion’, are useful descriptions, but it has seen a range of other wording, (including #Ad, #Advert, and using the ‘Paid Partnership’ tool on Instagram in addition to these hashtags), which convey the appropriate messages simply and effectively.