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Facebook’s Instagram has agreed measures to crack down on hidden advertising by so-called influencers on its photo and video platform, Britain’s Competition and Markets Authority (CMA) said on Friday.

Influencers with thousands of followers can earn large fees from companies to promotes a product on Instagram.

In what the CMA described as an important behaviour shift by a major social media platform, Facebook Ireland, which operates Instagram in Britain, has committed to a package of changes.

“This will make it much harder for people to post an advert on Instagram without labelling it as such,” the CMA said in a statement.

Facebook said the company was pleased to be working with the CMA on its continued efforts to increase transparency on when people are paid to post content on Instagram.

“We are also proud to be launching a programme with MediaSmart to help educate young people about branded