Some of the biggest names in showbiz including Zoella, Rita Ora and Michelle Keegan have pledged to clean up their act on social media.
Sixteen celebrities have committed to clearly state in social media posts if they’ve been paid or received any gifts or loans of products which they endorse.
The commitment follows an investigation by The Competition and Markets Authority (CMA), which found that many influencers don’t state when they’ve been paid to promote a product.
This means they risk giving a misleading impression that a post represents their personal views.
Andrea Coscelli, Chief Executive of the CMA, said: “Influencers can have a huge impact on what their fans decide to buy. People could, quite rightly, feel misled if what they thought was a recommendation from someone they admired turns out to be a marketing ploy.
“You should be able to tell as soon as you look at a post if there is some form of payment or reward involved, so you can decide whether something is really worth spending your hard-earned money on.
“The enforcement action taken by the CMA has seen a number of social media stars pledge to be more transparent when posting online. It also sends a clear message to all influencers, brands and businesses that they must be open and clear with their followers. We will also continue our work to secure more improvement in this space.”
The CMA has also sent warning letters to several other celebrities, urging them to review their practices.
Scroll down for the full list of celebrities who signed the pledge.
Alexandra Felstead (‘Binky’ Felstead)
Michelle Keegan and Rosia Promotions Limited
Camilla Mackintosh (‘Millie’ Mackintosh)
Megan McKenna and M McKenna Limited
Louise Thompson and Louise Thompson Associates Limited
James Chapman and Jim Chapman Limited