Facebook-owned photo sharing app Instagram has finally launched ads on its photo streams.
Users based in the United States will be the first to "occasionally" see the ads roll out in the next few months.
"Seeing photos and videos from brands you don't follow will be new, so we'll start slow," it said in a statement.
It also said that it will focus on delivering "a small number of beautiful, high-quality photos and videos from a handful of brands" who are already active in the community.
"Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands," it said.
The ads are said to give consumers control whereby they can hide ads and provide feedback about what didn't feel right on these ads.
Its advice is to "exercise common sense and your best judgment when interacting with others, including when you submit or post Content or any personal or other information", according to the updated terms.
Instagram said it "will not always" identify paid services, sponsored content or commercial communications; as well, users' data, photos and metadata will be used for targeting purposes.
As such, clicking the "I agree" button meant giving consent to display "username, likeness, photos, and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation" to businesses or entities who are willing to pay.