The Consumer Council of Fiji is advocating for greater transparency among social media influencers regarding paid partnerships and sponsored content, as these elements increasingly influence consumer decisions. Chief Executive Seema Shandil highlighted concerns raised in recent online discussions about influencers promoting restaurants with seemingly positive reviews while not disclosing if those posts are paid advertisements.
Shandil warned that this lack of transparency can mislead consumers who may interpret these endorsements as genuine personal opinions. She pointed out that monitoring online platforms has revealed numerous instances where promoted eateries have not lived up to expectations, with complaints regarding food quality, hygiene, pricing, and portion sizes.
“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion. When this information is not disclosed, people may make spending decisions based on content that is not fully truthful. This creates unrealistic expectations and can leave consumers feeling misled. Influencers have a powerful role in shaping opinions, and that power must be used responsibly,” Shandil stated.
She clarified that while it is not wrong or illegal for influencers to be compensated for promoting businesses, transparency is crucial. Informing consumers about paid partnerships allows them to make well-informed decisions about their purchasing choices and to understand when they are viewing advertising rather than independent reviews.
In a proactive move, the Council plans to collaborate with authorities to strengthen disclosure regulations concerning online advertising and influencer marketing, with potential initiatives aimed at enacting these guidelines into law. This action demonstrates a commitment to protecting consumers and ensuring a more honest digital marketplace.
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