Watchdog clamps down on tweeting celebs' product plugs
Celebrity tweeters could be taken to court for promoting products on Twitter and in blogs if they fail to declare that they have been paid for their endorsement.
The Office of Fair Trading is understood to be clamping down on Twitter users and bloggers who promote products and companies without making it clear that they are being rewarded for doing so.
Celebrities including Lily Allen, whose Twitter timeline includes references to PlayStation Move, and Estee Lauder endorsing Elizabeth Hurley could find their tweets coming under scrutiny from the watchdog.
It is already reported to be investigating a PR agency claimed to have paid famous names to trumpet the wares of its clients.
Surreptitious advertising is banned by fair trading regulations and in the US celebrities plugging products online are obliged to make it clear that they are advertising.