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Clare Wilkinson and Emma Weitkamp

labelled as advertising. It is likely that other regulators may follow suit, but, as YouTube crosses borders, it may be some time before all such content is reliably labelled. Some of the respondents to the survey by Nature also raised concerns about the economic motives or business plans of the platforms researchers used for communication (van Noorden, 2014 ). As researchers, we may sign up to a social media platform whose professed ideals are consistent with our own (e.g. making our publications more widely accessible), but what happens when that platform is

in Creative research communication