UK government investigates social media stars for not labelling advertising posts
The UK government has opened an investigation into celebrities and social media stars who might no be labelling their advertising posts correctly, misleading followers as a result.
Social media influencers and celebrities who condition the shopping habits of millions could be sharing content without disclosing that they have been paid to advertise products on some of their posts.
Online endorsements from celebrities and influencers can help brands reach target audiences and boost sales. The Competition and Markets Authority (CMA) will now investigate whether influencers who are paid or rewarded to promote, review or talk about a product in their social media feeds, have followed consumer protection laws requiring them to make that clear.
Celebrities not making this obvious could lead followers to believe the advertisement is their opinion and not a paid-for promotion. This way customers are more likely to place trust in the product, as it was recommended by someone they admire with no ulterior motives.
George Lusty, the CMA’s Senior Director for Consumer Protection, said: "Social media stars can have a big influence on what their followers do and buy. If people see clothes, cosmetics, a car, or a holiday being plugged by someone they admire, they might be swayed into buying it.
"So, it’s really important they are clearly told whether a celebrity is promoting a product because they have bought it themselves, or because they have been paid or thanked in some way by the brand.If the CMA finds practices that break consumer protection law, it can take enforcement action."