I don't think a content provider should be allowed to have more than 5-10% of their content be advertisements.
Website screen space, newspapers, tv channels, etc
Instagram shouldn't have more than 1-2 sponsored post for every 20 posts. At the moment it seems closer to 10.
An hour long TV slot shouldn't have more than 3-6 minutes of advertisement. At the moment it's closer to 20-30.