Since 2018, UK regulator the Competition and Markets Authority (CMA) has been running an investigation into whether influencers on social media are disclosing their endorsements properly.
In January 2019, that included eliciting ‘formal commitments’ from 16 British celebrities to be fully transparent, including musicians Rita Ora and Ellie Goulding.
This week, the investigation has put Instagram in the spotlight, as the CMA announced that it has secured promises from the Facebook-owned platform to do more to help.
“By the end of this year, anyone attempting to endorse a business on Instagram will be prompted to confirm before posting if it appears they have been offered an incentive. If they have, they will not be able to publish their post until they have included a clear disclosure,” said the CMA.
“Instagram will also be implementing technology designed to help it identify posts containing adverts that have not been clearly and prominently disclosed. By next summer, Instagram will report users posting suspected unlabelled content to the businesses whose products they are endorsing.”