Speed Reads

#sp

Instagram is finally going to tell you when that pretty celebrity post is really an ad

We've all been there, our thumbs zooming for the "heart" button when we realize our favorite starlet's enthusiasm for a weight loss shake is a mighty bit suspicious. No longer will Instagram users have to try to discern on their own which posts are paid for and which are authentic: In the interest of transparency, Instagram will begin marking posts that are "branded content."

"Apart from helping users clearly identify sponsored posts — no more wonky #sponsored #ad tags needed — Instagram says the new tool will give both creators and sponsors access to more info on how the posts perform," Wired writes.

current situation: cuddles on the couch, candles burning, house of cards, @darkhorsewine , all three boys in bed, air conditioning blasting and no plans of moving anytime soon . #ohheyrosé #sponsored

A post shared by S A R A H L A M P L E Y (@sarahlampley) on Jun 12, 2017 at 5:05pm PDT

"During this initial stage we want to educate and gather feedback from our community and launch partners," an Instagram company spokesperson told Wired. "After this feedback period we will unveil a policy that will include enforcement."