B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • NRL
  • Married At First Sight
  • Cairns Hatchlings
  • Channel 10
  • oOh!Media
  • Anthony Albanese
  • WPP
  • ARN
  • Thinkerbell
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: ACCC Hunting Out Misleading Endorsements From Social Media Influencers, Brands & Agencies
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > ACCC Hunting Out Misleading Endorsements From Social Media Influencers, Brands & Agencies
AdvertisingTechnology

ACCC Hunting Out Misleading Endorsements From Social Media Influencers, Brands & Agencies

Tom Fogden
Published on: 27th January 2023 at 10:04 AM
Tom Fogden
Share
3 Min Read
SHARE

The Australian Competition & Consumer Commission (ACCC) has said that it has “started a sweep” to find misleading testimonials and endorsements by social media influencers.

The body said that it will look at 100 influencers mentioned in more than 150 tip-offs it had received via a Facebook post it created asking for information.

Most of the tip-offs, according to the ACCC, were from members of the public calling out beauty and lifestyle influencers. However, parenting and fashion influencers also caught the ire of consumers for failing to disclose their affiliation with the product or company they were promoting.

The ACCC will look at a range of social media platforms including Instagram, TikTok, Snapchat, YouTube, Facebook, and Twitch. It also said the sweep would target sectors where influencer marketing is particularly widespread such as fashion, beauty and cosmetics. It would also look into influencer marketing in food and beverage, travel, health fitness and wellbeing, parenting, gaming, and technology.

The ACCC will also examine the role of advertisers, marketers, brands, and social media platforms in facilitating misconduct.

“The number of tip-offs reflects the community concern about the ever-increasing number of manipulative marketing techniques on social media, designed to exploit or pressure consumers into purchasing goods or services,” ACCC chair Gina Cass-Gottlieb said.

“We want to thank the community for letting us know which influencers they believe might not be doing the right thing.

“Already, we are hearing some law firms and industry bodies have informed their clients about the ACCC’s sweep, and reminded them of their advertising disclosure requirements,” Ms Cass-Gottlieb added.

The ACCC said that while consumers are aware that influencers receive money for promoting products and services, it was “concerned” that influencers, advertisers and brands try to hide the fact, preventing shoppers from making informed choices.

It added that the problem is particularly acute micro influencers, as they can “build and maintain a more seemingly authentic relationship with followers” in order to “add legitimacy” to hidden advertising posts.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ACCC
Share
Tom Fogden
By Tom Fogden
Follow:
Tom is B&T's editor and covers everything that helps brands connect with customers and the agencies and brands behind the work. He'll also take any opportunity to grab a mic and get in front of the camera. Before joining B&T, Tom spent many long years in dreary London covering technology for Which? and Tech.co, the automotive industry for Auto Futures and occasionally moonlighting as a music journalist for Notion and Euphoria.

Latest News

Energy Australia Settles With Climate Group & Apologises For Misleading 400,000 Customers Over “Go Neutral” Product
19/05/2025
Nic Cann, CEO, Blobfish International.
Sampling Isn’t Dead — But the Old Models Are
19/05/2025
Flatpack Flip Flops Unveiled In New Campaign To Celebrate Ikea’s 50th Birthday
19/05/2025
Natasa Zunic’s Mission To Create A “Collective Of Confident Female Leaders”
19/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?