While they say all publicity is good publicity, this doesn't necessarily take into account internet trolls.

In a move signalling its progression from upstart to the sensible (and very lucrative) mainstream, Instagram is preparing to launch filtered comments for brands.

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According to The Washington Post, Instagram will soon unveil a way for users to filter comment streams on their accounts – essentially giving users the power to decide what's acceptable, and what's not.

There will also be the ability to disable comments entirely, similar to YouTube.

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While Instagram has existing policies about admissible content, giving users the power to dictate what to post or not is an interesting one. It could give certain brands more leeway with expression, while cutting down on trolls.

The feature will be rolled out to high-profile accounts first (we're betting Taylor Swift is on the list) before getting a wider roll out.

Stay tuned to see if this leads to less celeb-spats and trolling.