Social media stars blasted by watchdog because they ‘cheat fans by pumping out paid adverts disguised as personal messages’
The Competition and Markets Authority has launched a new probe into social media influencers
SOCIAL media stars face an official crackdown after being accused of pumping out adverts which are disguised as personal messages.
Online influencers are tricking their fans by refusing to disclose when they're being paid to post, according to the markets watchdog.
The Competition and Markets Authority has launched a new probe into the practice to find out how many celebs are misleading their followers.
Influencers such as YouTube stars, the Kardashian sisters and top footballers can make millions from promoting products on their social media feeds.
The biggest stars - such as Kylie Jenner, Selena Gomez and Kylie Jenner - are reportedly paid up to $1million per post.
The CMA said: "Social media stars can have a big influence on what their followers do and buy.
"If people see clothes, cosmetics, a car, or a holiday being plugged by someone they admire, they might be swayed into buying it.
"So, it’s really important they are clearly told whether a celebrity is promoting a product because they have bought it themselves, or because they have been paid or thanked in some way by the brand."
Investigators are quizzing influential figures to find out more about the deals they strike with big brands.
If celebrities break consumer protection law, they could end up being taken to court - and in theory can even be jailed.
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The Kardashians were previously accused of breaking US regulations on sponsored content by not labelling their paid posts properly.
Made in Chelsea's Millie Mackintosh was also reprimanded for advertising J2O drinks on her social media.
And in 2012, a Nike Twitter campaign was banned after footballers including Wayne Rooney posted unlabelled ads for the firm.
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