By Huw Jones
LONDON (Reuters) – Facebook’s Instagram has agreed measures to crack down on hidden advertising by so-called influencers on its photo and video platform, Britain’s Competition and Markets Authority (CMA) said on Friday.
“This will make it much harder for people to post an advert on Instagram without labelling it as such,” the CMA said in a statement.
“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 said it has been investigating concerns that too many influencers are posting content about businesses without making it clear they have been paid or received other incentives to do so.
Influencers will have to confirm and disclose if they have received any incentives to promote a product or service.
Instagram will also use technology to spot when users might not have disclosed clearly that a post is an advertisement, the CMA said.
Last year 16 celebrities pledged to clean up their act on social media after CMA action, the watchdog added.
(Reporting by Huw Jones; Editing by David Goodman)