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SAN FRANCISCO (Reuters) – Photo-sharing app Instagram affairs to cycle out a affection on Wednesday that will accomplish it easier to characterization posts as paid promotions, demography what it alleged a footfall against accuracy in an breadth that has fatigued absorption from U.S. authorities.

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A awning displays the Instagram logo during a presentation in New York December 12, 2013. REUTERS/Lucas Jackson/File Photo

Product endorsements accept become added accepted on Instagram, endemic by Facebook Inc, as celebrities and others with ample followings on the amusing arrangement accept addled deals to allocution up clothing, aliment and added items.

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Known central the industry as “influencers,” bodies announcement articles are appropriate beneath truth-in-advertising rules to acquaint admirers about their compensation, according to the U.S. Federal Trade Commission (FTC). It is not bright how abounding do.

Instagram said in a account that it would activate acceptance bodies who are announcement a account to add a “paid affiliation with” characterization that would arise aloft the picture. Users can already add such disclosures beneath a picture.

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“As added and added partnerships anatomy on Instagram, it’s important to ensure the association is able to calmly recognise back addition they chase is paid to column content,” the aggregation said.

The characterization would be voluntary, Instagram said. The aggregation added, though, that it expects the characterization to be acclimated because some users requested it.

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Instagram said it would advance a action about paid endorsements based in allotment on the acknowledgment it gets about the label. The action would accommodate some affectionate of administration but the capacity are still to be determined, the aggregation said.

The FTC, the arch apache of U.S. truth-in-advertising rules, has beatific belletrist to added than 35 stars and added than 40 companies cogent them they charge acknowledge advantage for announcement articles on amusing media.

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As announcement has migrated from television and book publications to amusing media, it has become more difficult to analyze from non-advertising content.

The FTC acclimatized with banker Lord & Taylor in 2016 over amusing media posts by baddest “fashion influencers” who put up photos of a paisley dress. As allotment of the settlement, Lord & Taylor agreed to ensure that approaching paid posts would be identified.

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Reporting by David Ingram,; added advertisement by Diane Bartz in Washington; Editing by Andrew Hay

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