Both he and Kardashian — who's been described as famous for being famous — are so-called social media influencers. Tiffany Heimpel of Izea says her company helped regulators in the US design new rules for social media advertising. But as social media marketing has grown in popularity, so has scrutiny from consumer groups and regulators who view the practice as advertising in disguise. The company even recommended the use of a hashtag, #AD, to the FTC in the U.S., as a way to identify paid posts. And that's why companies and social media influencers are doing it," she says.

Source: CBC News November 20, 2016 10:00 UTC