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.
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"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."