ACCC investigation finds over 80% of influencers post ‘potentially misleading advertising’

The Australian Competition & Consumer Commission (ACCC) has provided an update on its ongoing investigation into misleading online reviews and influencer endorsements.

Two reports released by the statutory authority today outline that of 118 social media influencers reviewed in the sweep, 81% were found to be “making posts that raised concerns under the Australian Consumer Law for potentially misleading advertising”.

Influencers with majority having large followings on Instagram, TikTok, Snapchat, YouTube, Facebook and Twitch across seven sectors were reviewed – fashion, beauty, food and beverage, travel and lifestyle, health fitness and wellbeing, home and parenting, and gaming and technology.