Social media influencers who mislead their follower are facing a crackdown from the consumer watchdog as part of a push for more transparency.
More than 100 influencers have been identified for investigation after more than 150 tip-offs to the Australian Competition and Consumer Commission.
The watchdog asked people to identify any influencers who weren’t disclosing when their posts constituted paid ads.
Influencers in the beauty and lifestyle industries were identified as having the most problematic posts, while those in the parenting and fashion fields were also likely to be subject to scrutiny.
Established influencers and up-and-comers will be investigated.
More than 100 influencers have been identified for investigation after more than 150 tip-offs to the Australian Competition and Consumer Commission.
ACCC chair Gina Cass-Gottlieb said the number of tip-offs was concerning and suggested manipulative marketing techniques were on the rise.
She told ABC’s RN that consumers are drawn to influencer testimonials because they are relatable and seem like an ordinary person’s recommendation.
‘We find with online purchasing that people take a lot of note and are persuaded by influencers.’
ACCC chair Gina Cass-Gottlieb said the number of tip-offs was concerning and suggested manipulative marketing techniques were on the rise
She urged influencers to be truthful about any kind of financial benefit they are receiving for making these posts.
‘We want them to be honest, we want them to be upfront.’
Instagram, TikTok, Snapchat, YouTube, Facebook and live-streaming service Twitch are all being monitored by the watchdog.
The sweep is looking at sectors where influencer marketing is widespread, including fashion, beauty and cosmetics, food and beverage, travel, health fitness and wellbeing, parenting, gaming and technology.