Victorian business fined for telling influencers to lie about paid Instagram posts in first of its kind penalty

An Australian online photo book retailer, PhotobookShop, has been fined nearly $40,000 for misleading conduct related to influencer marketing on Instagram. The company instructed influencers not to disclose that their posts were paid advertisements, a violation of consumer law. This penalty marks the first time an Australian business has been penalized for failing to ensure influencers disclose paid content. The watchdog found that PhotobookShop also edited a paid review from an influencer who had described the process as "fiddly." The fine was issued because the company's actions deceived consumers by presenting biased endorsements as genuine, independent opinions.