Love Island contestants called out over social media ads
The Advertising Standards Authority (ASA) has named six influencers it says are "consistently failing to disclose advertising" on Instagram.
It said the six, who include Love Islanders Jess and Eve Gale and Belle Hassan, have all previously been warned about breaking advertising rules.
It is part of its policy of listing repeat rule-breakers on its website.
The watchdog is now taking out ads alerting consumers to the rule breaches.
Ads are also being taken out against Jodie Marsh, Anna Vakili and Francesca Allen.
The ASA is running the campaign for two weeks and could take further action against influencers who continue to break the rules by referring them to other watchdogs that can offer fines.
UK advertising rules state that paid posts must be clearly marked with #ad or Instagram's paid partnership feature.
Shahriar Coupal heads up advertising policy at the ASA and says "it's important social media followers are told" about what influencers are doing.
"In a new front of enforcement activity, we're using targeted ads to highlight the breaches of six social media personalities to the very same audience they are seeking to influence," she adds.
https://www.bbc.com/news/newsbeat-60040262
The use of MUST in “UK advertising rules state that paid posts must be clearly marked with #ad or Instagram's paid partnership feature” implies the idea of