The consumer watchdog, CCPC, has intensified oversight of social media influencers who violate consumer protection laws by failing to label advertisements appropriately. After issuing reminders in April 2024, the CCPC filed compliance notices against influencers O'Driscoll and O'Mahony, who were found to continue breaching regulations. CCPC Chair Brian McHugh emphasized the importance of transparency in influencer marketing, noting that nearly a quarter of consumers felt deceived by such posts. The CCPC, which has been active in prosecuting businesses across various sectors, plans ongoing investigations and inspections related to influencer compliance.
The CCPC wrote to 26 influencers in April 2024 to remind them of their obligations regarding labeling commercial posts, leading to compliance notices for O'Driscoll and O'Mahony.
Brian McHugh highlighted that influencer marketing can shape consumer opinions significantly, thus it is crucial for commercial content to be clearly identifiable.
Research indicates that nearly a quarter of consumers felt misled after purchasing products promoted by influencers, emphasizing the need for compliance with consumer-protection laws.
The CCPC stated that continued inspections will be conducted, and influencers need to adhere to legal standards to avoid potential legal consequences.
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