Ellie Goulding, Rita Ora and Michelle Keegan, are part of a total of 16 celebrities who have made an agreement to change the way that they label their social media posts.
According to the agreement they will now clearly have to state whether or not they were paid in exchange for the post or if an item featured had been given to them as a gift or loaned to them.
Also on the list are Alexa Chung and Rosie Huntington-Whiteley - as well as reality TV stars Mario Falcone and Millie Mackintosh. All told, these celebrities command huge numbers of followers on their social media platforms and marketers know the huge brand impact and value of a post by someone famous.
The formal agreement was brought about by the Competition and Markets Authority (CMA), which wants to stop consumers from being misled by celebrity endorsements.
By law, stars are required to disclose whether they have been paid to incentivise or endorse a brand, many a celebrity has chosen to ignore this. The CMA has also put together a set of guidelines for social media influencers, called An Influencer's Guide To Make Clear That Ads Are Ads.
It has been a long time coming as this has been something of an ongoing problem. The video below was posted back in May of 2017 and gave a clear warning to certain celebrities about disclosure when promoting products on social media. It makes for interesting viewing and is a clear indication of the power celebrities have when it comes to influencing the market place.
