Social media stars face crackdown over money from brands

Instagram 'influencers' told to clarify paid-for ads, while health claims are taken down after advertising breaches

Consumer protection bodies in the UK and US are increasing their crackdown on Instagram "influencers", in an attempt to rein in the big business being done covertly on social media.

Instagram's popularity with young people, and women in particular - in April it reported 700 million members - has led to a roaring trade between marketers and so-called influencers with large and engaged followings. Members of the Kardashian family, who promote a range of products from "detox" tea to waist-training corsets to their tens of millions of followers, can reportedly command as much as $500,000 (370,000) per post.