Celebrity sponsorship is nothing new, and many of them receive freebies in exchange for posting positive remarks about particular products.
But last month Scott Disick accidentally let the mask slip when he blindly copied and pasted the email from the sponsor into his Instagram post:
Naomi Campbell is now the latest celebrity to commit this social media faux-pas.
Here's the original post, sent in to Jezebel by a tipster:
The caption reads:
Naomi, So nice to see you in good spirits!!! Could you put something like: Thanks to my friend @gary.aspden and all at adidas - loving these adidas 350 SPZL from the adidas Spezial range. @adidasoriginals
It's not clear how many hours this blunder was up on Instagram, but here's the new version on Campbell's profile:
It now reads:
Thanks to my friend @gary.aspden and all at adidas- loving these adidas 350 SPZL from the adidas Spezial range. #thesearemine
Campbell and the Adidas team evidently didn't think it was worth the time or energy coming up with a new line to further cover up the error.
At least she added "#thesearemine"
Maybe they thought nobody would notice?
Fans seem unperturbed by this act of memory holing, the revised post had nearly 25,000 likes as of 10.30 on Friday morning.