Australian authorities look into deceptive marketing practices by social media influencers

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.