The ASA (Advertising Standards Authority) in the UK has followed the US ruling that YouTube channels and hosts should inform their audience when the subject matter they are covering is a paid for feature by the company being covered.
Recently, a number of UK vloggers were paid to praise Oreo biscuits, however none of the videos were clearly labelled as an advert. The ASA has ruled that the promotions were not clearly marked, and must not appear again in their current form. Mondelez, the biscuit company behind the adverts agreed to comply and said the videos would not be shown again.
A similar situation occurred recently with gaming YouTube channels acknowledging that some of their videos were funded by the company and strict rules about what could and couldn’t be covered pushed biased reviews or coverage.