Islamabad, The Competition Commission of Pakistan (CCP) has raised concerns over the increasing number of deceptive endorsements by influencers and content creators across various social media platforms. To safeguard consumer interests, the CCP has issued a caution against such misleading marketing practices. The warning underlines the responsibility of influencers in ensuring truthful advertising and encourages consumers to report deceptive ads.

According to Competition Commission of Pakistan, the prevalence of influencer marketing as a significant component of contemporary advertising has prompted the Commission to highlight the legal obligations of endorsers. Influencer marketing, which often influences consumer choices, can be a positive force in assisting consumers when choosing products or services. However, it has been observed that some influencers engage in false and misleading advertising, contravening Section 10 of the Competition Act, 2010.

The CCP’s “Guidelines on Section 10: Deceptive Marketing Practices” specify that endorsements must be honest and disclose any material connections between the influencer and the product or service. This includes revealing whether the endorser is a genuine user, a paid sponsor, an employee of the promoting company, or has received the product or service for free. Failure to make such disclosures constitutes a deceptive practice.

The Commission has affirmed its commitment to protect consumer rights and promote fair competition, warning of strict actions against those found in violation of the Competition Act. The CCP emphasizes collaboration with stakeholders to maintain market integrity and consumer trust.