Australia’s consumer watchdog is clamping down on dishonest social media influencers.
The Australian Competition and Consumer Commission (ACCC) has begun scrutinising more than 100 influencers after the watchdog received more than 150 tip-offs from the public.
Most of the tip-offs were about influencers in beauty and lifestyle, as well as parenting and fashion, failing to disclose their affiliation with the product or company they are promoting.
“The number of tip-offs reflects the community concern about the ever-increasing number of manipulative marketing techniques on social media, designed to exploit or pressure consumers into purchasing goods or services,” ACCC Chair Gina Cass-Gottlieb said.
“We want to thank the community for letting us know which influencers they believe might not be doing the right thing..
“Already, we are hearing some law firms and industry bodies have informed their clients about the ACCC’s sweep, and reminded them of their advertising disclosure requirements.”
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The sweep will be run over the following weeks and aims to identify deceptive marketing practices by digital businesses.
The ACCC will review social media platforms such as Instagram, TikTok, Snapchat, YouTube and Facebook, and livestreaming service, Twitch.
Sectors where influencer marketing is particularly widespread including fashion, beauty and cosmetics, food and beverage, travel, health fitness and wellbeing, parenting, gaming and technology will also come under scrutiny by the watchdog.
The ACCC is also considering the role of other parties such as advertisers, marketers, brands and social media platforms in making misconduct easier.
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