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Celebrities and social media influencers have pledged to clearly state when they have been paid to endorse products online.
British stars including Alexa Chung, Rita Ora, Rosie Huntington-Whiteley and Ellie Goulding are among sixteen celebrities who have made the formal commitment.
Pledge - Competition - Markets - Authority - CMA
The pledge follows a Competition and Markets Authority (CMA) order made for stars to be more transparent over their endorsement deals when posting to social media.
If the posts do not clearly declare if they have been paid or received products as gifts they endorse, they could be in breach of consumer protection law.
Endorsements - Celebrities - Influencers - Brand - Sales
Online endorsements from celebrities and influencers can help boost brand sales through exposure to their millions of followers.
The CMA have not said that the influencers and stars who have made the commitment have breached consumer law.
State - Practices - Investigation
They state that all of them volunteered to change their practices following an investigation.
But, if they fail to comply...
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