While the FTC did not say who it sent letters to, The Fashion Law notes that Public Citizen's formal complaint cited big names like the Kardashian/Jenner family, David and Victoria Beckham, Drake and others. The FTC did say that its letters responded to a sample of Instagram posts, and noted that some of the tactics used to mark advertising didn't go far enough. Particularly, tagging a post with simply "#sp," "Thanks, [Brand]," or "#partner" isn't easy enough for consumers to understand, and putting a tag beyond the third line of text (where it would be hidden unless someone clicks the More button), just doesn't cut it. Anyone who wants to stay in the clear should include terms like "Ad," "Promotional" or "Sponsored" early and often.

The letters don't include any enforcement action, but a more thorough investigation could be the next step.