A number of celebrity influencers have promised to be clear about their Instagram ads. Rita Ora, Ellie Goulding and Zoella are among them. This comes after various reports revealed that some influencers are NOT tagging their ads. In fact, some of them are even faking ads.
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The United Kingdom’s Competition and Markets Authority (CMA) have consistently warned influencers to tag their ads. However, most of them paid no heed. The authority took more drastic measures this week, by launching an investigation to find guilty persons. In the past, these culprits either got their accounts blocked or were asked to pay fines. This time, though, they may face jail time for breaching the law.
In light of these happenings, these celebrity influencers —Rita Ora, Ellie Goulding, Michelle Keegan, and models such as Alexa Chung, Rosie Huntington-Whiteley and Iskra Lawrence, have changed their ways. Officially, they have all agreed to be transparent about their #ad, #spon and #paidpartnership posts.
Celebrity influencers have agreed to come clean about Instagram ads
“Influencers can have a huge impact on what their fans decide to buy,” Andrea Coscelli, the chief executive of the CMA, said. “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.”
Although these influencers have agreed to comply, the CMA wants the public to know that this “is not an admission of a breach of the law”. These influencers are not necessarily guilty of the CMA laws, as their investigations have not proven that.
Last year, some people were made to face the music for not labeling their ads. For instance, Millie Mackintosh of ‘Made in Chelsea’fame, had her Instagram account blocked for wrongful promotion of Britvic’s J20 drink.
In effect, Millie along with Megan McKenna, Chloe Sims and others, have vowed also to tag their posts.