Instagram to take more robust measures to prevent undisclosed advertising in the UK

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 16, 2020, 5:28 PM UTC

The Facebook-owned image-sharing platform will also implement new technologies to identify posts with undisclosed adverts.

The social media platform promised Competition and Markets Authority (CMA) – the UK watchdog authority – it will prevent publication of hidden adverts on the platform. Instagram had been under investigation over concerns that it was adhering to the country’s consumer protection law completely.

From January next year, users who have received incentives for their posts will not be able to publish without clear disclosure. Instagram would also make its policies and terms of use around incentivised content clearer.

Breaking the CMA rules would mean severe penalties for both the brands and influencers. Captivate Influence’s founder and CEO said this step would “mean the death of organic promotion of products influencers love to share.”

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