Digital and social media consumption has significantly increased
in this day and age, which has led to a substantial transition from
offline to online shopping. Consumers now generally rely on
influencer product and service reviews or related content before
making any online purchases. Such content could be, either organic
and genuine, or commercially motivated. This has resulted in the
blurring of lines between genuine digital content and paid
promotional content, and consumers are often unable to
differentiate between the two.
Historically, influencer advertising in the digital space has
been largely unregulated with influencers having limited
accountability, resulting in instances where ingenuous consumers
are misled into making decisions without realising the commercial
intent behind an influencer posting digital content, with little
legal recourse.
