Out with the billboards and in with the influencers


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Technology is influencing teens more than ever. Photo: Jessica West

A fast growing advertiser strategy to capture the attention of the teen market is through the use of social media influencers aka the “insta-famous”.

These influencers are being paid, or given free products, to post images or videos of products targeting teens that make up their large following.

These paid social media posts might breach Australian Consumer Law (ACL).

Nickolas Stephens, a Brisbane model with a large Instagram following, views this form of advertising as a positive thing for both the advertiser and the poster.

“I think paid posts are great, both for the company and for whoever they use to post on behalf of them,” Mr Stephens said.

“It’s a win win situation, companies are able to attract an entire new client base while on the other hand the influencer is earning money.”

Under Australian Consumer Law (ACL), businesses cannot allow others to make claims which are false, or likely to mislead or deceive consumers.

Bridie Roche, is a Brisbane high school student who regularly follows social media influencers and often looks to her Instagram feed for new products.

“I would be more likely to buy something I’ve seen used by an influencer as I feel if they have used and liked the product that I will to,” she said.

As the ACL is open to interpretation relating to these sponsored posts many of these users posts are getting through undetected.

“I don’t think its fair that they endorse these products when they may not like the product or the product may be bad quality, they just do it for the money,” Miss Roche said.



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