Have you ever seen a social media post with the hashtag 'spon' or 'sp' and wondered what it meant?
This can often be an attempt to disclose they were paid, given gifts, or provided with other incentives to create the post.
Consumer Protection argues this is a very sneaky tactic.
Last year, the Australian Competition and Consumer Commission (ACCC) conducted a sweep of social media influencers and found 81 per cent were posting content which raised concern under the Australian Consumer Law.
The most common issues were not disclosing brand relationships or using confusing and vague language, which made it difficult for consumers to notice and make informed decisions.
Some influencers have been found to engage in predatory advertising, multi-level marketing schemes or in the case of "finfluencers" - offering financial advice without the required qualifications and licensing.
Influencers who are making a promotional post, are reminded to disclose this in a way which is immediately obvious to consumers. This includes instances where they have received free products, gifts, or incentives.
They are also reminded to never make misleading claims about a product or service and to be careful not to be deceptive or manipulative in a post.
Furthermore, business owners should also never make misleading claims about a product or service and be careful not to be deceptive or manipulative in a post.
Businesses also have the responsibility that influencers ensure they disclose there was an incentive provided in exchange for the review.
Tip: If you see hashtags like 'spon', 'ad' or 'sp', look for the "paid partnership" label some platforms provide and take note if the post is curated differently from their usual content, a sign this is not a genuine post.
Whether you're a business or an influencer, you have responsibilities to your consumers and followers under Australian Consumer Law.
Concerning conduct by social media influencers and brands can be reported through the ACCC website - accc.gov.au. If you feel you have been misled by statements made in a post by an influencer, the trader may have to offer you a refund.
