Vloggers, bloggers and social media celebs have captive, loyal audiences that make them prime partners for marketers. Like it or not, most new media stars dabble in advertising of one form or another -- you can't live on YouTube kickbacks alone now, can you? -- but it's not always easy to tell regular content from promotions. Not all product plugs are as blatant as Kim Kardashian's recent Instagram mishap, for instance. According to the UK's Advertising Standards Authority (ASA), vloggers and kin have been seeking clear rules on what constitutes promotional content, and how it needs to be labelled. And to help them play by the rules, the ASA's Committees of Advertising Practice (CAP) has today published new "vlogging advertising guidance," also known as the "common sense handbook."