Britain’s Competition and Markets Authority (CMA) said Wednesday that 16 celebrities, including Rita Ora, Ellie Goulding, Alexa Chung and Rosie Huntington-Whiteley, have agreed to disclose clearly if they have been paid or received any gifts or loans of products they endorse on social media.
Former Coronation Street and Our Girl actress Michelle Keegan and TV reality stars Millie Mackintosh and Megan McKenna have also committed to do so.
Last summer, the CMA launched an investigation into "concerns that social media stars are not properly declaring when they have been paid, or otherwise rewarded, to endorse goods or services."
In cases where influencers are paid or rewarded to promote, review or talk about a product on their social media feeds, U.K. consumer protection law requires that this must be made clear. "Otherwise, they risk giving a misleading impression that a post represents their personal view about a product or service," the CMA said Wednesday.
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