The Consumer Council of Fiji urges influencers to be transparent about paid partnerships and sponsored content after increasing social media videos influencing consumers where to eat, shop and spend.
The Council says recent online discourse has highlighted growing concern over influencers who promote restaurants and eateries through glowing reviews and recommendations, often without disclosing whether those posts are paid advertisements.
The Council has observed multiple instances where eateries that were heavily promoted online did not match consumer experiences.
They say this lack of transparency can mislead consumers into believing the endorsements are purely personal opinions.
Chief Executive Officer, Seema Shandil says the issues raised in online discussions included poor quality food, hygiene concerns, high prices and food portions that were significantly smaller than what was portrayed in promotional posts.
Shandil says consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion.
She says when this information is not disclosed, people may make spending decisions based on content that is not fully truthful.
The Council emphasizes that there is nothing wrong or illegal about influencers being paid to promote businesses however, transparency is critical.
Consumers are also being urged to approach online reviews with caution and to better understand how modern digital marketing works.
