The Consumer Council of Fiji has issued a crucial reminder to social media influencers regarding the necessity of disclosing paid promotions. CEO Seema Shandil emphasized that a failure to do so could mislead consumers who rely heavily on social media for recommendations on where to dine, shop, and spend their money.
As social media continues to be an influential factor in consumer decision-making, the Council raised concerns about influencers endorsing restaurants and businesses without clarifying whether these endorsements are paid. Shandil highlighted that a lack of transparency may lead consumers to mistakenly believe these endorsements reflect genuine experiences rather than paid partnerships.
“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion,” she stated, underscoring the importance of transparency in advertising. Undisclosed promotions can influence financial decisions based on misinformation, she warned.
Monitoring online platforms and public feedback, the Council noted that consumers have reported issues with some heavily advertised restaurants that failed to meet expectations. Complaints have emerged about food quality, hygiene concerns, inflated pricing, and smaller portion sizes than showcased online.
“This creates unrealistic expectations and can leave consumers feeling misled,” Shandil observed. She affirmed that while paid promotions are permissible, maintaining transparency is vital for fostering trust with consumers.
In today’s digital environment where platforms like TikTok, Facebook, and Instagram offer features for labeling sponsored content, the Council calls on influencers to make use of these tools. By promoting accountability and honest communication with their audiences, influencers can protect consumers and contribute positively to the credibility of the influencer marketing sector. This initiative not only benefits consumers but also enhances the reputation and effectiveness of social media marketing as a whole.