Instagram to clamp down on celeb ‘hidden advertising’

Instagram is to do more to stop hidden advertising following a UK watchdog’s probe. 

The Competition and Markets Authority (CMA) has been investigating the Facebook-owned app over concerns that too many social media ‘influencers’ are promoting businesses or services without making clear they are paid to do so. 

Probe: Last year the CMA secured commitments from 16 celebrities including Alexa Chung (pictured) to state if they have been paid or received any gifts or loans

Probe: Last year the CMA secured commitments from 16 celebrities including Alexa Chung (pictured) to state if they have been paid or received any gifts or loans

Probe: Last year the CMA secured commitments from 16 celebrities including Alexa Chung (pictured) to state if they have been paid or received any gifts or loans

Reality TV star Kylie Jenner and footballer Cristiano Ronaldo are reputedly paid up to £760,000 per post. Instagram has been accused of not doing enough to clamp down on influencers who fail to declare endorsements. Hidden advertising is illegal in the UK. Now, a ‘paid partnership’ tag lets people to flag when they have been paid. 

Last year the CMA secured commitments from 16 celebrities including Alexa Chung and Ellie Goulding to state if they have been paid or received any gifts or loans. 

Chief executive Andrea Coscelli said: ‘For too long, major platforms have shied away from taking responsibility for hidden advertising. So this commitment is a welcome step forward.’ 

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