Consumer Council urges influencers to disclose paid promotions

As social media increasingly shapes where people eat, shop and spend, the Consumer Council of Fiji has warned influencers to clearly disclose paid partnerships and sponsored content, saying failure to do so risks misleading consumers.

The Council’s plea follows growing online criticism of influencers who promote restaurants and eateries through glowing reviews without stating whether the content is advertising.

Consumer Council chief executive Seema Shandil said recent monitoring of social media platforms and public feedback revealed multiple cases where heavily promoted eateries did not match consumer experiences.

Issues raised included poor food quality, hygiene concerns, high prices and portion sizes that were significantly smaller than those portrayed in influencer posts.

“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion,” Ms Shandil said.

“When this information is not disclosed, people may make spending decisions based on content that is not fully truthful. This creates unrealistic expectations and leaves consumers feeling misled.”

She said influencers wield significant power over consumer choices and must use that influence responsibly.

The Council stressed that there is nothing illegal or wrong about influencers being paid to promote businesses — but transparency is essential.

“Disclosing paid partnerships allows consumers to make informed decisions and understand when content is advertising rather than an independent review,” Ms Shandil said.

Platforms such as TikTok, Facebook and Instagram already provide tools that allow creators to label sponsored or paid content. The Council is urging influencers to consistently use these features.

“Clear disclosure builds trust — not just with consumers, but also with businesses and the wider online community,” Ms Shandil said.

Consumers are also being advised to approach online reviews with caution and to better understand how digital marketing works.

“People should not blindly trust everything they see online,” she said. “Understanding influencer marketing helps consumers make smarter choices.”

The Consumer Council said it would engage with relevant authorities to explore ways to strengthen and potentially formalise disclosure requirements for online advertising and influencer marketing.

“Our goal is simple,” Ms Shandil said.

“A fair, transparent marketplace where consumers are not misled and businesses compete honestly.”