About a month ago, Instagram finally pulled the trigger and announced that the photo-centric social network was finally getting ads – er, Sponsored Posts. It shouldn’t have been a surprise to anyone. Facebook surely didn’t buy the company for close to a billion dollars to let it sit around not making money.

And last week, Instagram gave us a preview of what the ads will look like by running an ad via the official Instagram account in everyone’s feed.

Today, they’re here. Users in the U.S. will most likely see this ad from Michael Kors in their feeds at some point.

Just like Instagram promised, the post is clearly labeled as sponsored and you can hide it if you want.

Instagram is launching the sponsored posts slowly, partnering with a handful of big names like Ben & Jerry’s, Burberry, Levi’s, Macy’s, PayPal, and Lexus. But they’re here. Get used to it.

Image via Michael Kors, Instagram