Instagram to ensure that influencers correctly label their sponsored posts

Anne Freer | October 20, 2020


Instagram has vowed to tackle the issue of influencers who do not disclose when they’ve been paid for a post that should then be labelled as “sponsored”.

The app has come under fire from the Competition and Markets Authority (CMA) after an investigation spotted hidden ads on the app.

According to the CMA, there was a lot of paid-for content on Instagram than had been marked.

Parent Facebook agreed to prompt influencers and creators to label their posts as paid-for if they seemed to promote a product or service.

It will also roll out technology that can detect undisclosed product posts more easily.

In addition, the social media company wants to make it easier for companies to monitor when their products are promoted.

“For too long, major platforms have shied away from taking responsibility for hidden advertising on their site. So, this commitment to tackle hidden adverts and overhaul the way people post on Instagram – making it difficult for users to ignore the law – is a welcome step forward,” said Andrea Coscelli, CEO of CMA.

“These changes mean there will be no excuse for businesses to overlook how their brands are being advertised either – making life a lot harder for those who are not upfront and honest with their followers.”

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