In a move that’s been on the cards for some time, Instagram announces that ads will become part of your daily Instagram trawl. The free app, owned by Facebook, sees the move as a necessary step in growing and developing the business, comparing it to the magazine experience and reassuring users that ads will be subject to quality control.

We have big ideas for the future, and part of making them happen is building Instagram into a sustainable business. In the next couple months, you may begin seeing an occasional ad in your Instagram feed if you’re in the United States. Seeing photos and videos from brands you don’t follow will be new, so we’ll start slow. We’ll focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.

So, US users first, the rest of us to surely follow, while this will no doubt see a flood of angry hashtags and all caps rants, as wise old nanas worldwide would agree, there’s no such thing as a free lunch. More on the changes over here

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