U.K. Cracks Down on YouTubers Eating Oreos

Advertising Standards Authority says videos need to be labeled as ads

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In the video blogging universe, the AmazingPhil YouTube channel logs more than 2 million subscribers—numbers that carry some heft in the world of social media and native advertising.

Such popularity explains why Phil Lester and his mate Dan Howell were part of a group of British YouTube stars paid to participate in the Oreo Lick Race challenge, which promoted Oreo cookies, the famous brand owned by Mondelez International. Phil and Dan twisted, licked and dunked Oreos in videos, garnering more than 1.3



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