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Celebrity Instagram accounts have mastered the art of subliminal advertising

Before you buy that wellness tea or concert ticket your favorite celebrity is hawking, keep in mind that they are likely being paid to recommend it — even if they don’t say so. The majority of celebrities are failing to clearly label sponsored posts on social media, a report from influencer marketing agency Mediakix found, despite clear guidelines from the Federal Trade Commission to do so.

The top 50 celebrities on Instagram FB, +0.34% only labeled 7% of their sponsored posts as sponsored, the analysis found. The average celebrity will post about 52 sponsored posts each year but only label 4% up to FTC standards, the agency estimated.

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