花钱买粉成网红？联合利华或不再用网红打广告

Consumer goods giant Unilever has taken a stand against "influencer marketers" who exaggerate their social media clout to earn more money promoting products.

商品巨头联合利华对于“流量市场”持反对态度，因为他们会夸大自己通过推销商品来赚钱的社交影响力。

Is this the start of a brand backlash?

这是否是品牌抵制的开端呢？

Are genuine influencers under threat?

那些真正的网红是否面临威胁呢？

We've all heard about vloggers and bloggers earning big bucks promoting brands' products on their social media pages.

我们都听说过那些视频和微博博主通过在社交主页上推销品牌商品赚大钱的事。

Some of these "millennial influencers" with a million or more followers can earn $20,000 per post, says social insights firm Captiv8.

有些有百万粉丝的网红们每发一条就可以赚到20,000美元，社会分析公司Captiv8说。

A few have become minor celebrities in their own right.

有些人凭自己的力量成为了小明星。

But it seems a number of them have been gaming the system, buying armies of "followers" from firms that use automated bots to create fake accounts and simulate interactions, known as engagement - a key metric to evaluate influencers.

不过他们当中似乎有人在跟系统搞鬼，从那些利用电脑机器人创建小号并模拟点赞，转发等参与度的公司那里买粉——参与度是评估影响力的重要指标。

Consumer goods giant Unilever, one of the biggest advertisers in the world, has said it's calling time on influencers who try to cheat.

商品巨头联合利华，是世界上最大的广告商之一，他们说过他们正打算结束那些靠欺诈的博主们的好日子。

Unilever threatens to pull online ads

联合利华威胁说或将撤销网上广告

It wants to see "greater transparency" in the influencer marketing industry, fearing that consumers may no longer trust influencers or the brands that work with them.

他们想要在流量市场行业里看到“更高的透明度”，担心消费者们将不再信任那些网红以及靠网红打广告的品牌。