UK celebs Liz Hurley and Lily Allen are among stars who may have breached Office of Fair Trading rules if they endorsed products for cash without declaring an interest.
Endorsements are big business in the US, but adverts must carry a notice saying the message was paid for.
Lily, 25, who has more than 2.5 million followers, made references to PlayStation and Grey Goose vodka last year.
Liz, 45, recommended an Estee Lauder moisturizer to her 66,000 followers.
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