The Consumer Council of Fiji has called on social media influencers to clearly disclose paid promotions, warning that undisclosed advertising can mislead consumers.
Consumer Council chief executive officer Seema Shandil said influencers had significant power in shaping public opinion and must use that influence responsibly.
As social media increasingly influences where people choose to eat, shop and spend, the Council raised concerns over influencers promoting restaurants and eateries through positive reviews without stating whether the posts were paid advertisements.
Ms Shandil said the lack of transparency could lead consumers to believe endorsements were personal opinions.
“Consumers deserve to know whether a post is a genuine personal recommendation or a paid promotion,” she said.
“When this information is not disclosed, people may make spending decisions based on content that is not fully truthful.”
Through monitoring online platforms and public feedback, the Council identified several cases where heavily promoted eateries failed to meet consumer expectations.
Complaints included poor food quality, hygiene concerns, high prices and food portions that were significantly smaller than portrayed online.
“This creates unrealistic expectations and can leave consumers feeling misled,” Ms Shandil said.
She stressed there was nothing illegal about paid promotions, but transparency was critical.
Ms Shandil said platforms such as TikTok, Facebook and Instagram already provided tools to label sponsored content.
