For China’s celebrities, popularity and social responsibility don’t always correlate. But researchers and media outlets in the country are putting a spotlight on stars’ social efforts and transgressions, demonstrating how moral expectations for entertainers are heightening.

The issue of ethics in entertainment has never been more widespread. And with consumers becoming less tolerant of suspect creators, Canvas8 spoke to Dr Pamela Rutledge, director of the Media Psychology Research Center, to find out what brands can learn from this shift in behaviour.

Bloggers are perceived to be the third most trustworthy source of information after friends and family, and Marc Jacobs is banking on the vlogging community to help sell its beauty products. The #castmemarc campaign is recruiting beauty bloggers to feature in the brand’s how-to video series.

From Zoella to Dan Howell, YouTube is populated by vloggers showing off their favourite products to eager fans. With high levels of influence, social media stars can be powerful allies for brands. But a new law in France could fine YouTubers who fail to make paid endorsements clear.