London
12 August 2016
Reporter: Barney Dixon
UK cracks down on misleading social media posts
The UK Competition and Markets Authority (CMA) has secured undertakings against social media marketing company Social Chain over mislead advertising.

Following an investigation, the results of which were published on 11 August, the CMA found that Social Chain had used its own social media accounts and enlisted highly popular social media personalities to promote their clients various products, without readers being informed that the content was paid-for advertising.

The agreed undertakings will stop Social Chain from posting or arranging misleading advertisements, so that it is “distinguishable from other content found on social media”, the CMA said in a statement.

Social Chain’s marketing campaigns had a combined reach of around four million followers between March and July 2015.

In a separate case, following another investigation, the CMA secured undertakings from Woolovers, a knitwear retailer, to ensure that the company won’t cherry pick reviews or suppress unfavourable ones.

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