Yes, if it’s gifted it should be marked as such.
If the influencer works with a brand they must do the following if the brand...
1. ‘paid’ you in some way (can be freebies, doesn’t have to be money), and
2. had some form of editorial ‘control’ over the content, including just final approval.
It’s not an ‘either/or’ – there has to be both ‘payment’ and ‘control’ for this type of post to count as an ad under the CAP Code.
However, consumer protection legislation still applies where there has been ‘payment’ (i.e. any form of monetary payment, a loan of a product/service, any incentive and/or commission or the product/service has been given free) but no ‘control’ and this is enforced by the CMA