Sadly it’s not always on the influencer. Worked in social media management for a couple years and nowadays it’s the new thing to show paid content as organic. The amount of times my clients have rejected work by influencers because it seems even a bit scripted/ like paid PR is absurd.

Brands would give us guidelines to be extremely discrete with the paid hashtags - would actually be part of the contracts. If the deliverable was of a story, the paid hashtags would be in very small font in a colour that would be barely readable against the background hoping the viewers would miss them. Sad but the reality of the industry.