ACCC Chair Gina Cass-Gottlieb said most of the tip-offs were aboutinfluencers in beauty,lifestyle,parenting and fashion,who had failed to disclose their affiliation with the product or company they were promoting.
“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,” she said.
“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.”
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The sweep which will run over the coming weeks aims to identify deceptive marketing practices across the digital economy.
The ACCC will review social media platforms including Instagram,TikTok,Snapchat,YouTube and Facebook,and livestreaming service,Twitch. The sweep will target fashion,beauty and cosmetics,food and beverage,travel,health fitness and wellbeing,parenting,gaming and technology.
The ACCC is also considering the role of other parties such as advertisers,marketers,brands and social media platforms in facilitating misconduct.