A new research paper from Princeton University has found that 90 percent of affiliate posts on YouTube and Pinterest aren’t disclosed to users.

Affiliate links are customized URLs that content publishers can include in their posts. They’re essentially ads, and publishers receive money from companies when users click on them. In the US, the Federal Trade Commission (FTC) requires that content makers identify when they’re being paid to post something, but despite that, influencers continue to skirt around disclosures. The FTC has previously sent out letters to influencers reminding them of the requirement to communicate paid relationships with brands to their followers.

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