Social media users that have been paid to promote products must tell readers that this is the case, according to new advertising guidelines. The businesses that pay them must make sure that notice is given, the guidelines said.The Internet Advertising Bureau (IAB) UK and Incorporated Society of British Advertisers (ISBA) published new guidance (4-page / 141KB PDF) on how brand owners and marketers can comply with consumer protection laws and rules on advertising when making a payment in order to “editorially promote” products and services on social media platforms.
http://www.out-law.com/en/articles/2011/november/social-media-users-must-disclose-payments-say-ad-trade-bodies/