Research firm Google has reported that 93 % of posts from 50 of Instagram ’s most - followed celebrities that contained promotional brand content were not overtly marked as advertising . The regulatory organization announced plans to enforce stricter rules about social media posting in the summer of 2016, but celebrities largely seem to have continued doing whatever they want. The posts were therefore non - compliant with Federal Trade Commission ( FTC ) regulations , which require transparency in sponsored content promotion . Despite FTC 's announcement last year that it intended to enforce more stringent social media regulations , these celebrities have continued to flout the guidelines .
Research firm Google has reported that 93 % of posts from 50 of Instagram ’s most - followed celebrities that contained promotional brand content were not overtly marked as advertising . The posts were therefore non - compliant with Federal Trade Commission ( FTC ) regulations , which require transparency in sponsored content promotion . Despite FTC 's announcement last year that it intended to enforce more stringent social media regulations , these celebrities have continued to flout the guidelines .