Australia: Announced Investigation into social media content creators for misleading advertising practices

On 27 January 2023, the Australian Competition and Consumer Commission (ACCC) initiated an investigation into social media influencers on several digital social media platforms, including Instagram, TikTok, Snapchat, YouTube and Facebook, as well as the livestreaming service Twitch. The purpose of this investigation is to identify false, misleading, or inappropriately disclosed instances of product promotion by influencers. The investigation will encompass over 100 influencers mentioned in consumer complaints, as well as the role of other parties such as advertisers, marketers, brands, and social media platforms in facilitating or enabling such misconduct.