Vlogger clampdown targets hidden ads in videos

Advertising authorities have moved to clear up the murky practice of online promos masquerading as independent YouTube video posts.

The Committee of Advertising Practice, part of the Advertising Standards Authority, released guidelines for video bloggers — “vloggers” — to prevent them misleading viewers after YouTube stars were found to be on the payroll of brands they were praising.

The ASA last year began a probe into the practice after bloggers were paid to champion Oreo biscuits but the videos weren’t labelled as advertising.

Paid-for videos will now have to state they are ads in their title but free items sent to vloggers without editorial control do not need to follow the new code.

The influence of vloggers on brands’ sales is increasing with stars including fashion specialist Zoella, who is not implicated in the practice, producing a fillip for certain products.