A group of celebrities and social media influencers have agreed to be more clear when they have been paid or received free gifts to promote products online.
Singers, reality TV stars and actors are among 16 celebrities who have made a formal commitment to be more transparent over their endorsement deals when posting on Instagram, YouTube, Facebook and Twitter.
It comes after concerns about consumer protection laws and fans mistaking certain posts for the stars’ personal views.
The social media influencer market, in which stars with massive followings share gushing posts about goods such as beauty and food products, has experienced huge growth in recent years.
The celebrities who have agreed to change how they post are:
- MTV presenter and model Alexa Chung
- The Only Way Is Essex stars Mario Falcone and Chloe Sims
- Made In Chelsea stars Binky Felstead, Louise Thompson and Millie Mackintosh
- Singers Ellie Goulding and Rita Ora
- Reality TV stars Holly Hagan and Megan McKenna
- Actress Michelle Keegan
- Models Iskra Lawrence and Rosie Huntington-Whiteley
- YouTube star Zoe Sugg, better known as Zoella
- Fashion bloggers Dina Torkia and James Chapman
Andrea Coscelli, chief executive of the UK Competition and Markets Authority, said: ‘Influencers can have a huge impact on what their fans decide to buy.
‘People could, quite rightly, feel misled if what they thought was a recommendation from someone they admired turns out to be a marketing ploy.
‘You should be able to tell as soon as you look at a post if there is some form of payment or reward involved, so you can decide whether something is really worth spending your hard-earned money on.’