FILE - In this Monday, July 16, 2018 filer, Portuguese ace Ronaldo gives the thumb-up sign as he arrives to undergo medical checks at the Juventus stadium in Turin, Italy.(AP Photo/Luca Bruno, File)
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Recommendation from celebrities and social media influencers who have millions of followers is a growing marketing strategy for brands, but the U.K. Competition and Markets Authority said that such endorsements could mislead customers.It said it had seen posts that appeared to promote items or offer a celebrity's personal endorsement of a product, without it being clear whether the post had been paid for by the brand in question.Brands will pay anywhere from $10,000 to more than $100,000 for a single social media post, depending on the size, engagement and loyalty of the person's followers, and Unilever said it accounted for "tens of millions" of its 7.7 billion euro ($8.75 billion) marketing last year.
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