As social media continues to influence where people eat, shop, and spend their money, the Consumer Council of Fiji is urging greater transparency from online influencers, warning that undisclosed paid promotions can mislead consumers and distort expectations.
The Council says recent online discussions have highlighted growing concern about influencers promoting restaurants and eateries through highly positive reviews without clearly stating whether the content is sponsored.
This, it says, can create the impression that endorsements are purely personal opinions rather than paid advertisements.
Through its monitoring of social media platforms and public feedback, the Council has observed multiple cases where eateries heavily promoted online failed to meet consumer expectations.
Complaints raised in online forums and comments included poor food quality, hygiene concerns, high prices, and portion sizes that were significantly smaller than those portrayed in promotional posts.
“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion,” said Consumer Council of Fiji Chief Executive Officer Seema Shandil.
“When this information is not disclosed, people may make spending decisions based on content that is not fully truthful.”
Shandil said influencers play a powerful role in shaping public opinion and purchasing behaviour, and that influence comes with responsibility.
“Influencers have a powerful role in shaping opinions, and that power must be used responsibly,” she said.
The Council stressed that there is nothing illegal or improper about influencers being paid to promote businesses.
However, it says transparency is essential to ensure consumers can make informed choices and clearly distinguish advertising from independent reviews.
Platforms such as TikTok, Facebook, and Instagram already provide tools for creators to label sponsored and paid content, and the Council is encouraging influencers to consistently use these features.
“Clear disclosure builds trust, not just with consumers, but also with businesses and the wider online community,” Shandil said.
Consumers are also being advised to approach online reviews with caution and to better understand how digital marketing operates.
“Knowing how influencer marketing operates helps consumers make smarter and more informed choices,” Shandil said.
The Consumer Council has indicated it will engage with relevant authorities to explore strengthening disclosure requirements for online advertising and influencer marketing, potentially through legislation, to ensure a fair and transparent marketplace.
