【新闻原文】

Advertisers thus build a relationship with potential customers that traditional methods cannot reach. Sponsors value that highly (and whether the celebrity or their social-media manager does the posting seems not to matter).
Yet as media agencies and brands have piled in, the grey area between voluntary celebrity endorsements and paid advertisements has grown murky. Not all influencers label their posts clearly with “#ad”. Consumer watchdogs are crying foul. One, Truth in Advertising, recently accused Ms Kardashian and her sisters of running “deceptive marketing campaigns”.
Regulators have little choice but to respond. This summer America’s Federal Trade Commission (FTC) successfully pursued Warner Brothers, a film studio, for failing adequately to disclose that it paid online influencers to give computer games rave reviews (the firm settled its case). The FTC plans to bring more. Media agencies say defining right and wrong practice would help. The FTC first raised concerns about social-media endorsements in 2009, but the rules are unclear.
The reaction from celebrities has also been swift. High-profile influencers on Instagram and Snapchat quickly began labelling their sponsored content with “#paid” and “#sponsored”. The Kardashians amended their social-media feeds to say “#ad”, or deleted posts. Nevertheless, social media is likely to remain a powerful enabler of the soft sell.

【新闻精讲】
Advertisers thus build a relationship with potential customers that traditional methods cannot reach. Sponsors value that highly (and whether the celebrity or their social-media manager does the posting seems not to matter).
广告主藉此与潜在顾客建立起传统方法无法达致的关系。赞助商非常珍视这一机会，至于是名人自己还是他们的社交媒体管理者在发布那些广告帖子似乎并不重要。

Yet as media agencies and brands have piled in, the grey area between voluntary celebrity endorsements and paid advertisements has grown murky. Not all influencers label their posts clearly with “#ad”. Consumer watchdogs are crying foul. One, Truth in Advertising, recently accused Ms Kardashian and her sisters of running “deceptive marketing campaigns”.
但随着媒体代理公司及品牌企业纷纷加入这一大军，名人自行发布的赞赏帖子和付费广告之间的灰色地带变得越来越模糊。并非所有“网络红人”都会以“#广告”清晰标注广告帖。消费者权益机构正大力揭发违规现象。“广告真相”（Truth in Advertising）最近指控卡戴珊及其姐妹在进行“欺骗性营销活动”。

pile in 涌入
murky adj.模糊的，黑暗的
- He has a murky past.
cry foul 强烈抗议
- foul adj.恶臭的，糟糕的
- a foul taste
deceptive adj.欺骗的

Regulators have little choice but to respond. This summer America’s Federal Trade Commission (FTC) successfully pursued Warner Brothers, a film studio, for failing adequately to disclose that it paid online influencers to give computer games rave reviews (the firm settled its case). The FTC plans to bring more. Media agencies say defining right and wrong practice would help. The FTC first raised concerns about social-media endorsements in 2009, but the rules are unclear.
监管机构不得不做出回应。今年夏天，美国联邦贸易委员会（FTC）成功追究了电影公司华纳兄弟（Warner Brothers）的责任，指其没有充分披露聘请网络红人为其电脑游戏发布好评信息（公司最后与FTC达成和解）。FTC计划对更多个案发出起诉。媒体代理表示，明确对错之分会有助于解决问题。FTC早于2009年便对社交媒体代言提出质疑，但相关规范一直没有明晰。

pursue v.追究
adequately adv.充分地
- adequate adj.充分的
rave n.疯狂好评

The reaction from celebrities has also been swift. High-profile influencers on Instagram and Snapchat quickly began labelling their sponsored content with “#paid” and “#sponsored”. The Kardashians amended their social-media feeds to say “#ad”, or deleted posts. Nevertheless, social media is likely to remain a powerful enabler of the soft sell.
名人们的反应也很迅速。Instagram和Snapchat上的高调名人开始在代言帖子上标注“#有偿帖”及“#赞助内容”。卡戴珊姐妹们在自己的社交媒体帖子标注“#广告”，或干脆删掉那些广告帖。然而，社交媒体很可能仍是软推销的强大推动者。

swift adj.快速的
amend v.修改
feed n.资讯更新
enabler n.推动者