Government launches investigation into influencer marketing

The Competition and Markets Authority (CMA) has launched an investigation into influencer marketing, specifically looking at the problem of social stars failing to disclose brand deals.
As part of its investigation, the CMA has written to a number of celebrities and influencers to better understand the nature of the deals they have in place with brands.
The CMA investigation is considering the extent to which influencers are clearly and accurately identifying commercial relationships and whether