When to run vendor due diligence on travel creator campaigns

What to take away

Due diligence has moved earlierbuyers check a vendor's company record and disclosure practice before any creative pitch, not after.
The ASA's advice library treats recognition and disclosure as a live compliance issue, so a vendor's past posts are evidence, not marketing.
LinkedIn's ad platform shows how B2B travel trade targeting is built, which matters when a vendor claims trade reach.
A short, repeatable checklist beats a long questionnairesix checks on the supplier, four on the campaign.
Build the process into your planning cycle now, because supplier lists are being refreshed this autumn.

When should due diligence start?

Start before the first paid pitch. A vendor pitching a familiar destination can still have an unclear ownership record or a history of undisclosed ads.

Due diligence trigger points

New supplier?

Yes

run checks

New market?

The trigger points are simple. New supplier, new market, new platform, or a spend above your internal threshold. If a vendor asks for a deposit before you have seen a company number, pause and run the checks below.

Which company checks matter first?

Confirm the legal entity. Search Companies House for the registered name, filing history and any charges. A trading name that does not match the invoice is a warning sign, not a technicality.

Check who owns the relationship with the creators. Some vendors hold direct contracts; others resell. Ask for the contracting party in writing. For a wider view of how suppliers fit together, the tools and supplier guide for 2027 sets out the categories you will meet.

How do you test disclosure and compliance?

Read the vendor's last ten posts as a regulator would. The ASA's AdviceOnline resource library covers influencer recognition and disclosure rules, and it is the reference your legal team will use.

Ask for the disclosure wording used on paid collaborations, including stories and short video. If the vendor cannot show it, treat that as a gap. Document the answer in your supplier file with the date.

What should the measurement questions cover?

Ask how results are defined before you discuss price. A vendor reporting reach only is selling awareness; one reporting saves, bookings or code redemptions is selling outcomes. Both need different budgets.

Where a vendor claims trade audience reach, check the targeting logic. LinkedIn's self-serve advertising overview explains how B2B audiences are built, which helps you judge the claim.

For audience attitudes, third-party data helps. Ipsos publishes UK market research on consumer views, useful when a vendor asserts a trend without evidence.

What does the checklist look like?

Supplier checks:

Supplier checks

Registered company name and number confirmed on Companies House.
Filing history and any charges reviewed.
Contracting party named in writing.
Creator contracts or reseller status explained.
Last ten paid posts reviewed for disclosure.
Insurance and data handling confirmed.

Campaign checks:

Campaign checks

Success measures agreed in writing.
Reporting format and frequency fixed.
Audience claims traced to a source.
Exit terms and content rights stated.

Keep the completed list with the contract. If a supplier works across several campaigns, revisit it annually or when ownership changes. Teams comparing platforms alongside vendors will find the best tools in England useful as a cross-check.

How often should you repeat the checks?

Repeat the full list every twelve months, and run the disclosure check before each campaign. Ownership changes, new platform features and updated ASA guidance all shift the risk.

A team paying £400 a month for a retainer should still see the company record and disclosure wording. The size of the fee does not change the duty to check.

Common questions

Do I need due diligence for a small creator campaign?

Yes. The compliance duty sits with the brand, not the fee level. A short version covering company record and disclosure is enough for low-spend work.

Can I rely on the vendor's own case studies?

Treat them as claims to verify. Ask for the underlying reporting and check whether the disclosure matched ASA guidance at the time.

Who should sign off the checks?

Usually the marketing lead with finance or legal support. One named owner keeps the supplier file current and stops checks being skipped when a campaign moves quickly.

What if a supplier refuses to provide company details?

Stop the process. A legitimate vendor will share a company number and contracting party without hesitation. Refusal tells you more than any pitch deck.