The Competition and Markets Authority (CMA) has launched an investigation into concerns that social media influencers are not properly declaring when they have been paid, or otherwise rewarded, to endorse goods or services, reported the Financial Times.
In cases where influencers are paid or rewarded to promote, review, or talk about a product on their social media feeds, UK consumer protection law requires that this must be made clear, it highlighted.
“Typically, celebrities and influencers have millions of followers who watch their channels to see where they go on holiday, what they wear, which products they use, the books they read and more,” the CMA stated. “If they do not label their posts properly, fans or followers may be led to believe that an endorsement represents the star’s own view, rather than a paid-for promotion.”
It added, “They are then more likely to place trust in that product, as they think it has been recommended by someone they admire. They might not do so, however, if it was made clear that the brands featured have paid, or in some other way rewarded, the celebrity in return for endorsement.”
Full Content: Financial Times, UK Government
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