While Instagram has been monetising its app for nearly a year, UK users have enjoyed scrolling through timelines that are completely free of ads. Until today, that is. The company has taken to the service to share the very first sponsored post with UK users (shown above), letting them know that "over the coming weeks" it will begin displaying paid content their streams, whether they like it or not. Users are invited to tap the "Sponsored" label to learn more about a specific campaign, but the majority are likely to become acquainted with "..." button, which quickly hides them from view. The dream might be over but Instagram says it's starting out with only a "few" businesses, meaning you shouldn't be bombarded with ads when they begin rolling out.