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ARTICLE · 19 JANUARY 2024

The ACCC has social media influencers in its sights

Holding Redlich
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The ACCC will take enforcement action against social media influencers and brands whose activities breach the ACL.

AustraliaConsumer Protection
Ian Robertson
Ian Robertson
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Early last year, the Australian Competition and Consumer Commission (ACCC) conducted an internet 'sweep' of 118 individual influencer accounts across Instagram, TikTok, Snapchat, YouTube, Facebook and Twitch.

The sweep targeted seven sectors in which influencer marketing is particularly widespread, and consumers commonly rely on influencer endorsements to make purchasing decisions. Those sectors are:

  • fashion
  • beauty and cosmetics
  • food and beverage
  • travel and lifestyle
  • health, fitness and wellbeing
  • home and parenting
  • gaming and technology.

As a part of the sweep, the ACCC invited consumers, businesses and other industry participants to provide examples and information about misleading conduct by social media influencers. The feedback centred on the non-disclosure of commercial relationships in posts made by influencers. Prior to conducting the sweep, the ACCC received over 150 tip-offs from consumers about influencers who do not disclose

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