Australian authorities look into deceptive marketing practices by social media influencers

Australian authorities are investigating misleading marketing tactics used by social media influencers to exploit consumers. The investigation targets deceptive practices on various platforms like Instagram, TikTok, and YouTube, involving influencers, advertisers, and social media platforms.

On 27 January 2023, the Australian Competition and Consumer Commission (ACCC) started a search to identify misleading testimonials and endorsements by social media influencers. The action is in response to ‘community concern about the ever-increasing number of manipulative techniques on social media, designed to exploit or pressure consumers into purchasing goods or services’.

With the overall goal of identifying deceptive marketing practices across the digital economy, the ACCC plans to analyse influencer marketing practices across several social media platforms such as Instagram, TikTok, Snapchat, YouTube, Facebook, and Twitch. The authority is also looking at the role that other parties such as advertisers, marketers, brands, and social media platforms may have in facilitating misconduct.