Instagram is cracking down on ‘hidden’ advertising on the platform as part of new restrictions.
The UK Competition and Markets Authority (CMA) announced the changes last week, which will force all “incentivised posts” to be labelled as such.
“The Competition and Markets Authority (CMA) has been investigating hidden advertising on Instagram over concerns that too many social media influencers are posting content about businesses without making clear where they have been paid or incentivised to do so, and that the platform was not doing enough to tackle the problem,” said the CMA in a statement.
“Instagram will now make it easier for all users – and the businesses they promote – to comply with consumer protection law when posting content.”
The changes will see Instagram ask influencers to confirm if they have “in any way” been incentivised to promote a product or service and extend its ‘paid partnership’ tool to all users.
The social media app will also deploy algorithms to detect any potentially unlabelled sponsored posts and create a new tool for businesses to promote how their products are being promoted.
Although the changes have been enforced by the British authority, they are set to have a global effect.
Instagram will enforce the new restrictions for anyone who directs their posts towards Instagram users in the UK, meaning influencers around the world must now be wary of the changes.
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