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It’s been something of an open secret of the influencer industry: all too often, paid posts on social media are camouflaged as genuine recommendations.
But after stricter rules were introduced to the Australian Association of National Advertisers’ code of ethics in February, social media figures who flaunt products or services – think anything from make-up and clothing to cars and holidays – must now be upfront about any commercial arrangements, whether paid or given for free.
Rozalia Russian (left) and Anna Heinrich are the first influencers to be pinged by Australia’s advertising watchdog.
Credit:Instagram
The advertising watchdog, Ad Standards, has found two influencer posts within two weeks to be in breach for not clearly disclosing an ad with hashtags like #Ad or the words “paid partnership”.
 During COVID content consumption has doubled to 6:59 hours per day. Our eyes are glued to our device screens and with the help of algorithms companies can now inject content straight into consumers everyday lives, she said. Algorithms prioritise the content that we consume including things like what we see, when we see it, how prominent it is and how long we see it for. They sort the posts in our feed by relevancy and timeliness. They influence a third of our decisions on major shopping sites like Amazon. They shape 80 per cent of what we choose to watch on streaming services like Netflix. When it comes to Tinder and dating they even tell us who we should meet.