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Watchdog clamp down on covert social media endorsements

The Office of Fair Trading (OFT) has begun a crackdown on Twitter users and bloggers using their online presence to endorse products and companies, without clearly stating their relationship with the brand.

It has brought a case against a PR firm which was found to be paying bloggers to write positively about their brands.

The OFT said online marketing that did not disclose paid-for promotions were “deceptive” under fair trading rules, including comments about products and services on blogs and microblogs such as Twitter.

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