Social media users have been hit with harsher rules amid "illegal and harmful" hidden adverts doing the rounds on Instagram and other platforms.
The Competition and Markets Authority has published new guidance so that people will be more easily able to spot a paid-for online endorsement.
Influencers have been told they must disclose any gifted items or products, as well as payment. Brands have been warned that compliance is their responsibility too.
READ MORE: Thousands of Twitter users could soon be charged £17 a month
Influencers who do not disclose ads can be banned from Instagram, Facebook, Twitter, and other apps, by the Advertising Standards Agency (ASA).
George Lusty, CMA Senior Director of Consumer Protection, said: "Hidden adverts are illegal and harmful. They could persuade people to spend money on things they might not buy if they knew the endorsement was paid for, which is even more concerning now people’s finances are squeezed.
"Transparency is everyone’s responsibility, from social media platforms to brands and influencers. Those not already doing their part should get up to speed with the law now, to make sure people can quickly and easily identify paid-for content. Following our guides will help them with this."
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