As social media increasingly shapes consumer behavior regarding dining and shopping, the Consumer Council of Fiji is calling for greater transparency from online influencers. The Council warns that undisclosed paid promotions can mislead consumers and create distorted expectations in the marketplace.
Recent discussions online have revealed heightened concerns over influencers who endorse restaurants and eateries with overly positive reviews without disclosing if the content is sponsored. This practice can blur the lines, giving the impression that such endorsements are genuine personal opinions rather than paid advertisements.
The Council’s monitoring of social media has identified numerous instances where highly promoted eateries failed to meet consumer expectations. Complaints in online forums have included issues such as poor food quality, hygiene concerns, inflated prices, and portion sizes that were significantly smaller than depicted in promotional materials.
“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion,” remarked Seema Shandil, Chief Executive Officer of the Consumer Council of Fiji. She emphasized that when this crucial information is omitted, individuals may inadvertently make purchasing decisions based on misleading content.
Shandil noted the responsibility that influencers carry due to their significant role in shaping public opinion and purchasing habits. “This power must be used responsibly,” she stated, reinforcing the idea that transparency is essential for consumers to make informed choices and differentiate between authentic endorsements and paid promotions.
While the Council affirmed that there is nothing illegal about influencers being compensated for promoting businesses, they stressed the importance of clear disclosure. Social media platforms such as TikTok, Facebook, and Instagram already offer tools for creators to label sponsored content, and the Council encourages influencers to employ these features regularly.
“Clear disclosure builds trust, not just with consumers, but also with businesses and the wider online community,” Shandil concluded. The Council also urges consumers to approach online reviews with skepticism and to educate themselves on how digital marketing operates.
In a move towards fostering a clear and transparent marketplace, the Consumer Council intends to work with relevant authorities to strengthen disclosure requirements for online advertising and influencer marketing, possibly through legislative measures. This proactive approach represents a hopeful stride toward ensuring that consumers are better informed and empowered in their purchasing decisions.