The Guardian

Instagram influencers show how ads have changed. We need to catch up | Suzanne Moore

If it’s hard to decide what constitutes an ad now, it’s because YouTube vloggers and the Kardashians changed the rules
Kim Kardashian being filmed for Keeping Up With the Kardashians. Photograph: Startraks Photo/REX/Shutterstock

When is an ad not an ad? When it works so well you don’t actually know that it is one? As in so many areas of life, regulators are scrambling to catch up with a digital world. The Competition and Markets Authority are properly declaring whether they are being paid to endorse products or services. This is mostly done by that mysterious

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