http://www.digitaljournal.com/technology/instagram-announces-adverts-are-coming-to-uk-canada-australia/article/386546

Instagram announces adverts are coming to UK, Canada & Australia

Posted Jun 13, 2014 by James Walker
Following a successful trial in the US last year, photo-sharing network Instagram has announced that uses in the UK, Canada and Australia will all be seeing adverts appearing in the app "later this year".
An Instagram employee takes a video using Instagram s video function.
An Instagram employee takes a video using Instagram's video function.
Josh Edelson, AFP/File
The announcement, made earlier this week, says that the company is being "very methodical and deliberate" about deploying advertising and also which companies are able to advertise. As in the US, all adverts are to be photographic-only with no text and should capture 'moments' and not products. As such, no direct product shots are allowed.
The company has risen to huge success under parent Facebook who bought the business in 2010. The service now has over 200 million monthly active users who share photos of whatever captures their imagination with their followers. Just like other similar services though, some users attempt to boost their following by using services to purchase them. Instagram followers typically 'sell' for around $10 per 1,000 followers.
A Ben & Jerry s advertisement on Instagram demonstrating how only  moments  are allowed rather than ...
A Ben & Jerry's advertisement on Instagram demonstrating how only 'moments' are allowed rather than straight-forward product showing
Ben & Jerry's on Instagram
At first after introducing adverts in the US, user reaction was almost exclusively negative but the company says that people have gradually cooled off to the idea and now rarely post negative comments on adverts that have a genuine meaning such as the relatively popular Ben & Jerry's ice cream ad seen above.
The company promises that adverts shown to UK, Canadian and Australian customers will maintain the same standards as those shown to US ones so that brands that people are unlikely to want to hear about are not shown to users.
The company respects that this would be bad for all sides as customers would get frustrated with Instagram and the companies would not receive the attention they want. It will be interesting to see what the response to the advertisements will be from people who are used to clean feeds with just content that they have chosen.