Influencers who earn a large portion of their income from paid skincare promotions will need to change tact. The Therapeutic Goods Administration (TGA) has announced a new law prohibiting influencers from being paid to promote skin and healthcare products.
The TGA has announced that from July 1, 2022, it will be illegal for influencers to receive money or samples in exchange for reviews of a product line. Included are sunscreens, protein powders, vitamins, supplements and skin care products.
These new laws will also involve the removal of statements such as “removes toxins” and “reduces age spots”. It also examines the removal of supposed health benefits from some supplements and protein powders. Traditionally, these products have been associated with claims of reducing inflammation and helping with sugar metabolism.
As the economy and the world of influencers are still relatively new, regulation can be difficult. In 2021, influencers were legally required to say when a post had been paid for. The rules provided for large fines imposed on those who had large audiences. With over 300,000 subscribers, Anna Heinrich was the first Australian to be fined.
The new laws that are coming have caused waves in the influencer community. The most outspoken about them is Sydney-based Emma Clairir. She used her platform to voice her concerns, but said it would be more critical and damaging to small businesses than the influencers themselves.
“My concern is more for some small businesses that may be affected (sic) by this,” Clairir wrote.
“Influencer marketing is an incredible strategy for many small brands to gain epic reach and traffic, but saying there are many ways to market your business.”
Finding new ways to circumvent regulation is a key area for influencer marketing.
The new laws will come into force on July 1, 2022.