UK watchdog: Instagram agrees curbs on paid influencers

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Facebook-owned Instagram has consented measures to crack down on hidden advertising by so-called influencers on its own photo and video platform, the UK’s Competition and Markets Authority (CMA) has said.

Influencers with tens of thousands of followers can earn huge fees from firms to boosts a commodity on Instagram.

What the CMA explained as an important behaviour shift with a significant social media stage, Facebook Ireland, which operates Instagram in the UK, has dedicated to a bundle of modifications.

“This will make it much harder for people to post an advert on Instagram without labelling it as such,” the CMA said in an announcement.

Facebook reported the company was pleased to be working together with the CMA on its continuing efforts to improve transparency on if individuals are paid to post content on Instagram.

“We are also proud to be launching a programme with MediaSmart to help educate young people about branded content and how to identify it,” Facebook added.

The CMA stated it has been exploring concerns that too many influencers are submitting articles about businesses without making it obvious they’ve been paid or obtained other incentives to achieve that.

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Influencers will have to validate and disclose if they’ve received some incentives to market a product or service.

Instagram will also utilize technology to spot if users might not have disclosed clearly that a post is an advertising, the CMA said.

Last year 16 celebrities pledged to clean up their act social websites after CMA actions, the watchdog added.

The team at Platform Executive hope you have enjoyed the ‘UK watchdog: Instagram agrees curbs on paid influencers‘ article. Initial reporting via our official content partners at Thomson Reuters. Reporting by Huw Jones. Editing by David Goodman.

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