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Million Pound Selfie Sell Off

Catrin Nye investigates the use of digital influencers in the advertising industry and the impact this new form of advertising is having on consumers.

How many followers do you have? The rise of social media has brought with it a new kind of celebrity, the digital influencer. These megastars of Instagram and YouTube have upended the advertising industry by converting their virtual followers into real-world currency.

Big-name brands have flocked to online stars, paying them millions to endorse their products, but the market has been criticised as being a 'Wild West' of misleading and unregulated advertising, plugging everything from bogus diet drinks to online gambling to young audiences.

Panorama reporter Catrin Nye investigates whether companies are being up front and the impact this new form of advertising is having on consumers.

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30 minutes

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Timings (where shown) are from the start of the programme in hours and minutes

Credits

Role Contributor
Reporter Catrin Nye
Producer Jamie Hamilton
Producer Matthew Hill
Executive Producer Alistair Jackson
Editor Rachel Jupp

Broadcasts