New UK vlogger guidance issued in wake of Kim Kardashian's banned selfie

Advertising watchdog says video bloggers have complained of pressure to keep commercial tie-ups secret from their fans

The UK advertising watchdog has introduced new rules governing how popular video bloggers such as Zoella promote products, after a number complained of pressure to keep commercial tie-ups secret from their legions of fans.

The move comes less than a week after the way vloggers, bloggers and celebrities endorse products was put in the spotlight when regulators forced Kim Kardashian to delete a selfie promoting a drug for breaking US ad laws.