Instagram is rolling out a new tool that lets users know if a post is pay for play or just plain play.

Gone (should be) the less transparent hashtags often used by influencers to let us know that this is indeed a paid endorsement such as #ad, #spon, and #spa.

Now influencers can include a tag at the top of the post that reads “Paid partnership with [insert Instagram account name of the sponsor].”

The new tool also includes analytics – reach and engagement metrics —which can help determine ROI for influencer campaigns. This info can now shared directly with your brand when the new tool is used. Brands can see these numbers on their Facebook Page manager, and creators can view it via the app,

But don’t get too excited just yet. The new tool is only being beta tested now and will introduced to all users, along with official enforcement guidelines, in the coming months.

The Facebook-owned app was not strong-armed to add the new tool and they did not collaborate with the Federal Trade Commission (FTC) to do so.

The FTC has been cracking down on ‘fakefluence’ or ads that are not clearly labeled as such so whether you choose the new tool or go it alone, transparency matters and will continue to do so. Make sure that any partners disclose if a post is sponsored as opposed to created out of the goodness of their own hearts,

Penalties can be YUGE. Consider yourselves warned.

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