I think there's a difference between an ad on TV and someone overtime building up a relationship and trust with you online, inviting you in to their lives and then selling you stuff that you trust they believe in. There's an abuse of power argument there. The lines are blurred, although I think as influencer culture gets more mainstream and the public are more aware of it people are getting more wise to it. But vulnerable or impressionable people are still likely to be taken in. They buy into the person much more than a celebrity, as has been seen with jade's fans contacting friends and family.Isn't that just the nature of adverts? I doubt Claudia Winkleman uses heads and shoulders, and most people in adverts on TV are celebs or actors lying about their favourite products. An advert is an advert.
I'm not sure but I think in advertising if a star actively says they use it then they do have to, language comes into play.