The UK’s Competition and Markets Authority (CMA) has been investigating the transparency (or lack of it) among celebrity endorsements on social media. Its concerns have been that influencers haven’t been adequately declaring when they are promoting a product or service in their social posts.

Now the CMA has announced “formal commitments” from 16 celebrities in the UK to be fully transparent about such endorsements. The list is mostly native influencers, but two musicians are also included: Rita Ora and Ellie Goulding.

“The CMA has not made a finding on whether the influencers’ practices have breached consumer law. All influencers co-operated with the CMA and volunteered to make changes to their practices,” explained the watchdog. It has also sent warning letters to other (unnamed) celebrities. “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,” said CEO Andrea Coscelli.

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