Instagram to Make It Clearer When Influencer Posts Are Paid Ads
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Instagram has helped nourish a crop of internet celebrities popular for their lifestyle photographs — and rich thanks to their sponsors. Now the mobile app is giving them a more prominent way to disclose when they’re being paid, aiming to increase transparency.
The company will let users who work with sponsors decide to tag a brand within their posts. If the brand confirms the relationship, the post will be marked as an ad with a “paid partnership” tag at the top. The product is being tested now with a handful of businesses and celebrities, and will be rolled out more widely if successful, the company said. Facebook, which owns Instagram, uses a similar disclosure system on its main social network.
“Our goal is to get a ton of feedback,” said Charles Porch, head of global creative programs at Instagram. “It’s all about transparency within the community.”
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