This photo illustration taken on March 22, 2018 shows apps for Facebook, Instagram, Whatsapp and other social networks on a smartphone in Chennai, India. PHOTO AFP SYDNEY - Australia's competition regulator said on Friday it would check whether influencers on social media platforms had failed to disclose their affiliation with brands they were promoting.
After several consumers informed the regulator about some endorsements and testimonials that were misleading, the Australian Competition and Consumer Commission said it would look at more than 100 influencers.
The ACCC Chair Gina Cass-Gottlieb said that the number of tip-offs reflects the community concern about the increasing number of manipulative marketing techniques on social media, designed to exploit or pressure consumers into purchasing goods or services.
As part of the sweep, ACCC has begun reviewing Meta Platforms Inc's Facebook and Instagram, TikTok, Snap Inc's Snapchat, Alphabet Inc's YouTube and Amazon.com Inc's streaming service Twitch, according to Cass-Gottlieb.
The probe will focus on influencers in fashion, cosmetics, food and beverage, travel, fitness, parenting, gaming and technology. It will check if advertisers, marketers, brands and social media platforms are facilitating any misconduct.
Individuals who breach Australian consumer laws could be fined up to A $2.5 million and $1.78 million READ MORE: Australian watchdog to investigate influencers for false endorsements.
The ACCC has conducted a series of investigations as part of the larger Digital Platform Services Inquiry, focused on the provision of social media services, including sponsored posts and influencer advertising on social media platforms.