CMA gets celebs to agree to transparent social media ads
The UK competition watchdog has secured formal commitments from celebrities and social media 'influencers' to be transparent on their posts where they advertise products to their followers.
The Competition and Markets Authority negotiated with 16 celebrities who agreed that they will now clearly indicate if they have been paid or received any gifts or loans of products which they endorse.
Celebrities who agreed include singers Ellie Goulding and Rita Ora, models Alexa Chung and Rosie Huntington-Whiteley, former Coronation Street and Our Girl actress Michelle Keegan and TV reality stars Millie Mackintosh and Megan McKenna.
Recently brands have started using celebrities to advertise their products on their social media pages such as Instagram or Facebook, knowing that their followers are likely to check what their idols wear and buy.
Andrea Coscelli, chief executive of the CMA, 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.”
The CMA also said that although it is only a few celebrities who agreed to the new regulations it “sends a clear message to all influencers, brands and businesses that they must be open and clear with their followers.”