Social media stars face crackdown over money from brands | Technology | The Guardian

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Consumer protection bodies in the UK and US are increasing their crackdown on Instagram “influencers”, in an attempt to rein in the big business being done covertly on social media. Instagram’s popularity with young people, and women in particular – in April it reported 700 million members – has led to a roaring trade between marketers and so-called influencers with large and engaged followings. Members of the Kardashian family, who promote a range of products from “detox” tea to waist-training corsets to their tens of millions of followers, can reportedly command as much as $500,000 (£370,000) per post. But even lower-profile celebrities can make a profit from the photo-sharing app owned by Facebook. Elizabeth Olsen, who plays an influencer in the forthcoming film Ingrid Goes West, has attracted 745,000 followers since she joined Instagram for the first time in May, telling the LA Times: “Financially, it’s a brilliant opportunity. I was only hurting my opportunities by not participating.” Read All Comments:

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