Have you ever find yourself in a situation where you failed to distinguish between a genuine Instagram post and an advertisement? If this is so, you may soon be able in a better situation to judge it. This is because the photo and video sharing platform has now decided to make changes that will make it more difficult for influencers and celebrities to post advertisements on the platform without labeling it as such. Instagram, which is owned by social media giant Facebook, has over 1 billion users. The new measure is aimed at combating the ‘hidden’ advertisement in the United Kingdom. The development comes following an investigation conducted by the Competition and Markets Authority.
Once the new rules are enforced, celebrities and social media influencers will have to tell their followers that they have been paid to post a particular thing on Instagram. The rules and restrictions will be applicable globally. However, Instagram will report about ways to tackle any noncompliance in the UK only. Andrea Coscelli, CEO of the CMA, said that most of the major social media platforms have for long tried to shy away from taking responsibility for the hidden ads on their space. “With these changes, businesses will have no option of overlooking how their products or brands are being advertised. This is going to be tough for those who have not been honest and upfront with their followers,” the CEO added.
Most of the social media influencers earn fees for promoting products of the companies. Most of these companies are global brands and they have been allocating a major portion of their annual advertising budgets to such influencers. The strategy of these companies is to reach out to younger consumers who prefer being active on social media platforms rather than watching television or reading newspapers. According to Instagram, more than 90 percent of its users follow a business or brand. The CMA started its investigation amid concerns that such platforms were not doing enough to tackle the problem of unchecked ads.