Instagram "influencer" marketing is a booming business.
Here's how it works: companies pay or give free stuff to Instagrammers in return for posting ads for their products.
But the line between a post a brand has paid for and non-sponsored content is blurry.
Recent US research found only 7 per cent of celebrities' endorsements on Instagram were clearly labelled. It's such a big problem that Instagram is now testing a formal way of labelling ads in the actual post, not the captions.
But for now, it's up to brands to make sure their influencers are following Australian and US rules.
Can you tell which of these posts is sponsored?
