More than 100 influencers have been reported with a lot of tip-offs coming into the ACCC - they are on the prowl and could be coming for YOU. That's right, the Australian Competition and Consumer Commission has started a sweep to identify misleading testimonials and endorsements by social media influencers in beauty and lifestyle, as well as parenting and fashion, failing to disclose their affiliation with the product or company they are promoting. Can you say ruh-roh?
The sweep is being run over the coming weeks as part of the ACCC’s compliance and enforcement priorities for 2022/23, with the aim of identifying deceptive marketing practices across the digital economy...platforms like Instagram, TikTok but also including Snapchat, YouTube, Facebook, and Twitch. Both up-and-coming influencers and well-established accounts with millions of followers are being looked into.
They are also considering the role of other parties such as advertisers, marketers, brands, and social media platforms in facilitating misconduct. Many consumers are aware that influencers receive financial benefits for promoting products and services. However, the ACCC remains concerned that influencers, advertisers, and brands try to hide this fact from consumers, which prevents them from making informed choices.
What to do:
Utilise Brand Partnership tools on platforms
For those without those tools, you can use one of the following Hashtags:
#Ad #Advert #Advertising #PaidPartnership #PaidPromotion #Sponsored
Best to be honest and keep it real!