Consumer Council Warns Influencers To Disclose Sponsorship

The Consumer Council of Fiji has issued a warning to social media influencers to clearly disclose paid promotions, amid growing public backlash over TikTok food reviewers who allegedly charge large sums of money to produce misleading reviews.

In a statement issued this week, the Council said it has observed increasing concern from consumers who feel misled by glowing online food reviews that do not reflect their actual dining experiences. Many of these reviews, particularly on platforms such as TikTok, are believed to be paid promotions that are not properly disclosed as advertising

The Council noted that it has monitored online discussions where consumers reported poor food quality, hygiene issues, high prices and portion sizes that were significantly different from what was portrayed in influencer content

Chief Executive Officer Seema Shandil said while there is nothing illegal about influencers being paid to promote businesses, transparency is critical so consumers can make informed choices.

“When paid promotions are not disclosed, consumers may believe the endorsement is a genuine personal opinion. This can be misleading and creates unrealistic expectations,” Shandil said

Public backlash intensified after popular Fijian TikTok creator Romeo publicly called out fellow influencer Tony, known online as “One in a Melon,” over alleged paid food reviews that were not clearly disclosed as advertisements.

In countries such as Australia and New Zealand, consumer and advertising laws require influencers to clearly disclose paid partnerships and sponsorships, with failure to do so potentially amounting to misleading or deceptive conduct.

The Consumer Council has encouraged influencers to use built-in disclosure tools provided by platforms such as TikTok, Facebook and Instagram to clearly label sponsored content

The Council also confirmed it will engage with relevant authorities to explore whether disclosure requirements for influencer marketing should be strengthened or formally codified into law.

“Our goal is a fair and transparent marketplace where consumers are not misled, and businesses compete honestly,” Shandil said.

The issue again highlighted a broader gap in Fiji’s regulatory framework for digital and technological advancements, following earlier findings that Vodafone Fiji used consumers’ private data for commercial purposes by selling access to businesses.