The ads also came on Instagram on Friday. As of day 1 of November, the social channel owned by Facebook showed the first ad to its American users. The users have reported that they’re seeing the new “sponsored” collection of Michal Kors, even though they don’t follow the brand on the network.

The first advert marks the end of the ad-free experience of the Instagram timeline on Android and iOS smartphones and tablets. The ad appears seamlessly, but includes a label to indicate clearly that it’s a sponsor; and, users can still choose to hide if they don’t appreciate its content.

After three years of clutter-free experience, Instagram has also opted for an advertising approach to monetize their business. The network, which was acquired last year by Facebook for a billion dollars, said that they aimed to place only quality ads that can really be of interest to the public. Instagram promises that ads won’t be intrusive, and the photos uploaded by its users won’t be used for advertising purposes.

In the form of photographs and videos, advertisements appear only in the United States for the time being, but it’s certain that will later be extended to other countries. The advertising will be injected between a photo and other of the main section of the app, or the timeline. In addition to Michael Kors, the other sponsors from the initials of Instagram include major brands such as Adidas, Ben & Jerry’s, Burberry, General Electric, Levi’s, Lexus, Macy’s, Starwood and PayPal.