As social media profoundly influences consumer behavior in dining and shopping, the Consumer Council of Fiji is advocating for enhanced transparency from online influencers. The Council has raised alarms about undisclosed paid promotions that can mislead consumers, resulting in distorted expectations within the marketplace.
Recent online conversations have highlighted concerns regarding influencers who share excessively favorable reviews of restaurants and eateries without indicating whether the content is sponsored. This practice clouds the distinction between genuine personal endorsements and paid advertisements, potentially leading consumers astray.
The Council’s observations of social media activity have uncovered multiple cases where highly endorsed eateries failed to meet customer expectations. Complaints voiced in online forums have ranged from poor food quality and hygiene issues to inflated prices and considerably smaller portion sizes than portrayed in promotional posts.
Seema Shandil, the Chief Executive Officer of the Consumer Council of Fiji, emphasized the importance of transparency, stating, “Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion.” She highlighted that omitting this critical information could lead consumers to make purchasing choices based on misleading content.
Shandil acknowledged the significant influence that online personalities have over public opinion and consumer behavior, asserting, “This power must be used responsibly.” She reiterated that transparency is crucial for enabling consumers to discern authentic endorsements from paid promotions.
While the Council clarified that it is not illegal for influencers to receive compensation for advertising businesses, it underscored the necessity for clear disclosure. Platforms like TikTok, Facebook, and Instagram already provide tools for creators to label sponsored content, and the Council strongly encourages influencers to make use of these features consistently.
“Clear disclosure builds trust, not just with consumers, but also with businesses and the wider online community,” Shandil concluded. In addition, the Council advises consumers to be skeptical of online reviews and to familiarize themselves with how digital marketing functions.
In a proactive move towards fostering a more transparent marketplace, the Consumer Council plans to collaborate with relevant authorities to enhance disclosure requirements for online advertising and influencer marketing, potentially through new legislative measures. This initiative represents a promising step towards empowering consumers with the information they need for informed purchasing decisions.