The Advertising Standards Authority has produced new guidelines for vloggers who promote products online.
New ASA rules state that if a vlogger is paid to promote a product or service and an advertiser controls the message, vloggers must clearly signpost that they are advertising.
"Wherever ads appear we should be confident we can trust what an advertiser says; it’s simply not fair if we’re being advertised to and are not made aware of that fact," said Shahriar Coupal, the director of the Committees of Advertising Practice.
"Our guidance will give vloggers greater confidence that they’re sticking to the rules which in turn will help maintain the relationship and trust they’ve built with their followers."
The guidelines covers sponsorship, product placement and ‘advertorial’ vlogs, as well as vloggers promoting their own products and brands sending vloggers items for free with no editorial control of the content.