In an interview with The Guardian, Mr Nicchi, who runs ice cream truck CVT Soft Serve, tells of how these so-called influencers ask him for freebies in exchange for a photo of them plugging his business.

The straight-talking Mr Nicchi gives them short shrift, even turning down a celebrity endorsement.

"As much as I’d love to do that, I don’t think my kid’s school accepts celebrity photos as a form of tuition payment,” he says.