The Consumer Council of Fiji is urging the public to exercise caution when engaging with social media influencers who promote wellness products. Chief Executive Seema Shandil highlights the growing trend of influencers in Fiji using platforms like TikTok, Instagram, and Facebook to market diets and supplements to vast audiences. While this trend has fostered an interest in healthy living, it also brings concerns over the reliability of the information shared and the risks of unverified claims.
A pressing issue is influencers creating urgency around products, particularly dietary supplements, often promising quick solutions for problems like weight loss or health improvements within very short timeframes. Shandil indicates that some of these marketing strategies border on aggressive, leveraging multi-level marketing schemes that resemble pyramid models. She emphasizes that these influencers lack medical expertise, making it difficult for them to accurately assess what products are suitable for individual consumers, posing potential health risks.
Consumers are encouraged to scrutinize products by asking whether they are safe, effective, and appropriate for their health conditions. The Council points out that while some supplement companies may operate legitimately, their products might not have safety and effectiveness verifications from relevant health authorities in Fiji or elsewhere.
Highlighting the real risks, Shandil stresses the importance of consumers making informed choices rather than relying on persuasive online testimonies, which could lead to purchasing products based on unsubstantiated claims. This concern follows a broader observation where, as digital connectivity increases across Fiji, platforms have reshaped consumer behaviors, as mentioned in similar previous insights by the Consumer Council. The ease of impulsive buying, driven by influencer endorsements, has previously resulted in financial strains and consumer complaints about defective products and unresponsive sellers.
In a positive light, as digital literacy initiatives gain momentum across the country, consumers can be empowered to make more informed choices. This empowerment goes hand in hand with the call for greater accountability in influencer marketing, fostering a safer and more responsible consumer environment. By urging consumers to engage critically with content and question the authenticity of endorsements, the Council aims to pave the way for more sustainable consumption practices in Fiji.
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