Most shoppers mistrust influencers, says survey

In the research for BBC Radio 4, 82% of people who took part said it was not always clear when an influencer had been paid to promote a product.

The growth of social media over the past decade has changed marketing and advertising in many ways. A major part of that has been the rise of "social influencers".

The top 10 beauty influencers are all earning hundreds of thousands of pounds from their online posts.