From reality TV star baby announcements to mysteriously popular eggs, Instagram’s power to reach millions cannot be overstated. It’s no surprise that businesses have attempted to capitalize on that reach by partnering with “influencers,” or users with thousands or millions of followers, to advertise their products. These partnerships are often lucrative for the influencers: Kim Kardashian, for example, reportedly charges more than $250,000 for an Instagram post. But when pharmaceutical companies and health startups use influencer-advertising, do some details get lost in the posting?

According to Vox, the answer is yes. And when it comes to regulating these ads, government agencies are still vague on setting boundaries.

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