Sponsored Instagram posts are set to roll out imminently in the UK, the company has revealed.
With ads being announced last year, and having already rolled out in the US, the sponsored posts will aim to be “natural”.
Adverts on Instagram will have a “Sponsored” label where the time stamp normally would be, with users able to click on the ‘…’ button on the bottom right to hide the ad.
"Our aim is to make any advertisements people see as natural to Instagram as the photos and videos they enjoy from brands who are already using Instagram," spokesman Will Guyatt told the BBC.
The test post (pictured) has received over 18,000 likes, with Instagram stating adverts will begin to be shown from brands who are already great on Instagram.