Love Island contestants are being given a new guide to help them follow rules on social media advertising.
The Advertising Standards Authority (ASA) and ITV have come up with the checklist to help contestants be “upfront” with their followers.
Adverts have to be “obviously identifiable” – which is why you often see “#ad” on paid-for content.
The ASA has previously warned celebrities over posts that weren’t labelled properly.
Both the ASA and the Competition and Markets Authority say people should not have to “play detective” to work out if a message has been paid for by a company.
The ASA says it’s also going to speak to the talent agencies that represent Love Island contestants to make them fully aware of the advertising rules and their responsibilities in helping their clients stick to them.
#Ad
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