Influencers face fines over paid-for posts

♦ Social media influencers have been told they must write the word “advert” instead of “sponsored” on paid-for posts in a crackdown by regulators.

Online celebrities are being issued with a guide reminding them how to tell their followers when they are being paid to promote companies and products. It comes after the Competition and Markets Authority opened an investigation earlier this year into dozens of social media posts that it suspects are “hidden adverts” for products.

The CMA says the support of some of Britain’s biggest household names is able to sway the shopping habits of millions of people. It is prepared to fine those who continue to hide commercial deals.