With more than 100 influencers under its microscope, the
Australian Competition and Consumer Commission (ACCC) is scouring
social media for 'misleading testimonials and endorsements by
influencers' as part of its newly announced list of priorities.
A sweep has been launched across TikTok, Instagram, Facebook,
Snapchat and YouTube in a bid to protect consumers in the digital
economy.
Beyond influencers, the ACCC is also scrutinising other parties
in the marketing ecosystem, including advertisers, marketers,
brands and social media platforms in enabling misconduct.
As more Australians elect to shop online, there is an increasing
reliance on reviews and testimonials in the purchasing process.
According to ACCC chair Gina Cass-Gottlieb, the onus is on social
media influencers to declare any affiliations with products or
companies, and to provide transparency as to commercial motivations
behind posting. In addition to undisclosed paid arrangements, the
ACCC is also
