Celebrities and social media influencers have been ordered to clearly state when they have been paid to endorse products or given gifts or loans online.
Stars including Alexa Chung, Rita Ora, Rosie Huntington-Whiteley and Ellie Goulding are among sixteen celebrities who have were investigated by the UK government.
The Competition and Markets Authority (CMA) made an order for stars to be more transparent over their endorsement deals when posting to social media.
It comes after concerns that rules on advertising were being flouted by a number of high profile Instagram and Twitter users.
If they do not clearly declare if they have been paid or received products as gifts they endorse, they could be in breach of consumer protection law.
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Celebrities and social media influencers have pledged to clearly state when they have been paid to endorse products online. British singers including Ellie Goulding, Rita Ora and Alexa Chung, here, are among 16 celebrities who have made the formal commitment
Online endorsements from celebrities and influencers can help boost brand sales through exposure to their millions of followers.
The UK's competition watchdog have not said that the influencers and stars who have made the commitment have breached consumer law.
They state that all of them volunteered to change their practices following an investigation.
But, if they fail to comply with the agreement, they could be taken to court and have to pay hefty fines or face prison sentences of up to two years.
A Competition and Markets Authority (CMA) order was made for stars to be more transparent over their endorsement deals when posting to social media. Here, model and actress Rosie Huntington Whiteley endorses Bare Minerals
If the posts do not clearly declare if they have been paid or received products as gifts they endorse, they could be in breach of consumer protection law. Here, Made in Chelsea star Millie Mackintosh posts a snap of herself with the Clarisonic facial brush
Rita Ora writes on her Instagram that she is excited to be performing at the Victoria Secret fashion show, while wearing the company's lingerie and tagging them
CMA chief executive Andrea Coscelli said: 'You should be able to tell as soon as you look at a post if there is some form of payment or reward involved, so you can decide whether something is really worth spending your hard-earned money on.
'The enforcement action taken by the CMA has seen a number of social media stars pledge to be more transparent when posting online.
'It also sends a clear message to all influencers, brands and businesses that they must be open and clear with their followers. We will also continue our work to secure more improvement in this space.'
The CMA also said it has sent a number of warning letters to other celebrities, urging them to review their practices where concerns have been identified.
Online endorsements from celebrities and influencers can help boost brand sales through exposure to their millions of followers. Reality TV star Binky Felstead endorses Breyers cereal and tags Tesco and the Breyers brand
Online endorsements from celebrities and influencers can help boost brand sales through exposure to their millions of followers. Here, Ellie Goulding tags fashion designer Chloe
The CMA have not said that the influencers and stars who have made the commitment breached consumer law. Here, Our Girl star Michelle Keegan wears Very.uk for a post
The CMA said it has sent a number of warning letters to other celebrities, urging them to review their practices where concerns have been identified. Made in Chelsea star Louise Thompson wears Ryderwear gym gear
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News Photo Celebrities pledge to clean up their act on social media
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