Background
The ACCC has issued infringement notices totalling $39,600 to photobook retailer PhotobookShop, for publishing influencer reviews which it alleged were misleading and did not properly disclose the influencer relationship.
The ACCC alleged that the reviews gave consumers the impression they were genuine, independent customer opinions, when in fact the influencers had received free products in exchange for their reviews.
The ACCC also found that PhotobookShop edited the wording of the influencer reviews to make them more favourable to the business, removing language that reflected the influencer’s genuine experience. As a result, the reviews were no longer authentic and were likely to mislead consumers.
This action highlights the ACCC’s ongoing focus on online reviews, testimonials and influencer marketing, with its key findings outlined below.
Key Findings from the ACCC
- Influencer reviews must be clearly disclosed
The ACCC found that the influencer testimonials published on PhotobookShop’s website did not adequately disclose the commercial relationship between the business and the influencers, leading customers to believe the reviews were independent and unbiased. PhotobookShop also instructed influencers not to disclose that it provided them with free products as a result of the review. - Altering influencer content can make reviews misleading
The ACCC criticised PhotobookShop for removing and changing the wording of the influencer’s review to make it present more positively as it reduced the authenticity of the review and obscured the influencer’s genuine experience. The ACCC made it clear that editing influencer content in this way can transform an otherwise lawful testimonial into misleading conduct. - Businesses are responsible for third-party content
The ACCC emphasized that businesses are responsible for ensuring the reviews and testimonials they publish, including those created by influencers, comply with Australian Consumer Law. It was PhotobookShop’s duty to thoroughly review and approve the influencer content before publishing it on its own platform to ensure compliance.
Key considerations for marketing & digital campaigns
Many businesses rely on influencer marketing, testimonials and online reviews to promote their products and services, and this decision serves as a reminder of the risks of not managing these channels carefully.
Key risk areas include:
- Undisclosed initiatives
Any payment, free product, or other benefit given to the influencer must be clearly disclosed in a way that consumers can easily see and understand. Examples can include the use of hashtags such as #ad or #sponsored on sponsored content by influencers. - Editorial control
Altering influencer wording to make reviews more favourable to the company can undermine authenticity and mislead consumers. - Operational oversight
Businesses must actively monitor influencer content rather than simply relying on influencers to comply with the ACL.
How we can assist
Our experienced Automotive legal team is well equipped to assist you with:
- Influencer agreement reviews – ensuring disclosure obligations are clearly drafted and enforceable.
- Campaign compliance reviews – pre-launch review of influencer, testimonial and online review campaigns.
- Website and advertising audits – reviewing published reviews and testimonials for ACL compliance.
- Risk management advice – structuring influencer campaigns to minimize regulatory and reputational risk.
Please do not hesitate to reach out to us should you require any assistance.