Stars with legions of followers on Instagram will soon be able to sell products directly to users using the company’s apps.

Facebook, which owns Instagram and Whatsapp, said this week that the future of shopping would depend on content “creators”.

Hiring so-called influencers to shift goods is nothing new. Royal warrants have been sought after for centuries.

They used to be a way to know a product was probably safe and reliable long before consumer protection laws were common. If you got one, your product was literally fit for a king.

But there are now signs that people are growing weary of being told that a product is nice by someone whose only qualification is being famous.

“The best ads are making culture of their own,” says Grant McCracken,

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