Influencer marketing - endorsement by popular 'real people' like bloggers, Instagrammers and YouTubers barely existed four years ago. I can remember googling for agencies as I waited to quit my day job, and finding only a handful, mainly in the States. Repeat that search now and you'll find 100s, all promising to link businesses with the biggest and most influential names on social media - all for a price. A few weeks ago, Instagram introduced a new system for declaring sponsored content. Off the back of this, I wrote a post tackling the rules & regulations governing sponsored content and freebies for influencers, and Instagram's new guidance for disclosing this.  Whether you're an influencer, a small business or even just an avid browser of social media, these rules affect us all, and are not always easy to follow. I got in touch with Pete Lewin from Purewal and Partners in London, to get into the nitty gritty, and hear a clued up professional's take on where it's all heading.