Social Media Endorsements

The CMA is investigating the disclosure of paid for endorsements on social media platforms.

Case Opening

16 August 2018: The CMA has launched a consumer enforcement investigation into concerns that social media stars may not be declaring when they have been paid, or rewarded, to endorse goods or services.

Where celebrities and other social media influencers are paid or otherwise rewarded to promote, review or talk about a product, service or experience in their posts, consumer law requires that this must be made clear to people.

The CMA’s investigation is considering the extent to which celebrities and influencers are clearly and accurately identifying any commercial relationships with brands featured in their posts, and whether people may be being misled.

The investigation is being carried out under Part 8 of the Enterprise Act 2002 in respect of potential breaches of the Consumer Protection from Unfair Trading Regulations 2008.

We expect to provide an update by the end of 2018.

Call for your views

People can tell the CMA about its experiences by email. The CMA is particularly interested in hearing the experiences of people who have bought products which were endorsed on social media.


Team Leader

Debbie Kitcher-Jones (

Project Director

Pauline Goodship (

Senior Responsible Officer

George Lusty (

Published 16 August 2018