Instagram has agreed to measures to combat hidden advertising by so-called influencers on its photo and video platform, the British competition and market regulator said on Friday.
Influencers with thousands of followers can earn high fees from companies for promoting a product on Instagram.
Facebook Ireland, which operates Instagram in the UK, has committed to a series of changes that the CMA has identified as a major behavioral change for a major social media platform.
“This will make it much harder for people to post an ad on Instagram without labeling it as such,” the CMA said in a statement.
Facebook said the company is pleased to be working with the CMA to increase transparency about when people are being paid to post content on Instagram.
“We’re also proud to launch a program, MediaSmart, to help educate young people about branded content and how to identify it,” added Facebook.
The CMA said it was investigating concerns about too many influencers posting content about companies without making it clear They were paid for it or received other incentives.
Influencers need to confirm and disclose whether they have received incentives to promote a product or service.
Instagram will also use technology to identify when users may not have clearly disclosed that a post is an advertisement, the CMA said.
Last year 16 celebrities signed up clean up their act on social media After the CMA action, the watchdog added.