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The Australian competition regulator announced that it was going to check whether social media influencers platforms had not disclosed their relationship with their brands that they were in the process of promoting.
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The Australian Competition and Consumer Commission will examine the influence of more than 100 people following many consumers complained to the authority about endorsements and testimonials that they believed were deceiving.
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"The number of tip-offs reflects the community concern about the ever-increasing number of manipulative marketing techniques on social media, designed to exploit or pressure consumers into purchasing goods or services," ACCC Chair Gina Cass-Gottlieb said in a statement.
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During the sweep, ACCC has begun reviewing Meta Platforms Facebook, Instagram, TikTok, Snapchat, YouTube, and Twitch, Cass-Gottlieb told reporters.
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The investigation will focus on influential people in fashion, foods, beverages, cosmetics, fitness, travel, gaming, parenting and technology.
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It also checks whether marketers, advertisers, brands, and social media platforms are involved in any misconduct.