The Consumer Council of Fiji has urged social media influencers to be transparent in disclosing paid promotions, emphasizing that failing to do so can mislead consumers. Chief Executive Officer Seema Shandil highlighted the significant influence that these figures hold in shaping public opinion and stressed the importance of using that power responsibly.
With the growing role of social media in determining consumer choices related to dining and shopping, the Council voiced concerns about influencers who promote restaurants through favorable reviews without clarifying whether these posts are sponsored content. Shandil pointed out that this lack of transparency could mislead consumers into believing that such endorsements are genuine personal opinions.
“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion,” she stated. The absence of clear disclosure may lead individuals to make purchasing decisions based on information that might not fully represent the truth.
Through its monitoring of online platforms and feedback from the public, the Council has identified numerous cases where promoted eateries did not meet consumer expectations. Common complaints include issues with food quality, hygiene, inflated prices, and portion sizes that are significantly smaller than what is portrayed in online representations.
“This creates unrealistic expectations and can leave consumers feeling misled,” Shandil noted, emphasizing that while paid promotions are not illegal, maintaining transparency is crucial.
She pointed out that popular social media platforms, including TikTok, Facebook, and Instagram, already offer tools for users to label sponsored content, indicating that influencers have the means to adhere to these transparency standards. By fostering an environment of honesty in advertising, the influencers can not only protect consumers but also contribute to a healthier marketplace.
Leave a comment