Social media users who follow their favourite celebrities on Twitter may have been confused this week by a series of unusual posting from some famous faces.

Rio Ferdinand apparently took to the site to profess his new-found love of knitting, while Katie Price was seen tweeting about the global economic situation.

However, the messages were eventually revealed to be part of a marketing campaign for a chocolate bar, which was revealed after the stars – also including Sir Ian Botham and Cher Lloyd – posted pictures of themselves posing with the product.

However, not all Twitter users were happy with the strategy, as many felt they had been misled by the original tweets, which did not mention they were part of an advertisement.

Following complaints, the Advertising Standards Authority confirmed it will investigate whether the campaign broke its rules for marketing through social media sites, which ban the practice of "deceptive advertising" and require sponsored tweets to carry a hashtag identifying them as such.

The tweets may have reached a wide audience, as Ferdinand boasts almost 2 million followers on the service, while Price has 1.5 million.

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