New laws will ban Australian influencers from reviewing skin and healthcare products for cash.
Australia’s drug regulator the Therapeutic Goods Administration is cracking down on social media influencers being paid to advertise or review health and skincare products.
Influencers will no longer be allowed to share their personal experience or feelings about a range of skin and healthcare products in exchange for cash or samples. They will still be able to list a product’s benefits and credentials, but claims like ‘removes toxins’, ‘aids sugar metabolism’ and ‘reduces inflammation in the body’ are included in the ban. This means influencers will need to tread carefully when endorsing these products, which include sunscreens, protein powders, vitamins, supplements, acne skincare and medicinal products.
Concerns around misinformation and misleading content are rife on social media, especially in the wake of hysteria around COVID-19 vaccinations. Australia saw a number of social media personalities – many of whom claim some sort of health and fitness expertise – use their influence to discourage uptake of vaccines, as part of a wider anti-vax movement. The lines between personal opinion, verifiable fact and even product advertising continue to blur, leaving consumers unsure of whose "expertise" they can trust.
With this new ruling by the TGA, influencers will be held to account in regards to the language with which they describe products they're being paid to use and consumers will have more accurate information with which to make purchase decisions. As over-the-counter and online-bought supplements and vitamins can actually be dangerous when used incorrectly, stopping misinformation is vital in protecting consumers.
Social media will continue to provide brands with a channel for advertising and consumer engagement but in order to remain relevant and appealing, brands will need to balance authenticity with accuracy in their advertising. As consumers are increasingly unsure of what constitutes "expertise" and are wary of misinformation online, they will seek out objective information but remain swayed by emotional testimonials. Thus it is important that regulations are in place to help protect consumers against potentially dangerous online and over-the-counter products that promise more than they can deliver.
By the facts.
Source: Mintel, The Holistic Consumer Report. Global Research, 2021
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