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If it’s hard to decide what constitutes an ad now, it’s because YouTube vloggers and the Kardashians changed the rules

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 is investigating whether certain social media stars are properly declaring whether they are being paid to endorse products or services. This is mostly done by that mysterious elite level of sub-Kardashian mutants otherwise know as Instagram influencers who flaunt their curves, teeth whiteners, fitness programmes and posh herbs that give you “energy”.

Related: Social media celebrities under investigation by business watchdog

Related: Glam or sham: how the big brands cash in on YouTube's beauty vloggers

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