Influencers Are Now Banned From Profiting Off Skin And Healthcare Content
"Therapeutic goods should be chosen on the basis of clinical need, not through the persuasion of influencers."
Whether it’s promoting the consumption of chlorophyll-laced water or the snorting of nasal tanning sprays, social media can feel like a lawless place.
But not so much anymore: Australia’s Therapeutic Goods Administration (TGA), which has recently announced new advertising requirements that apply to influencers.
The official TGA website states that under the new regulations, influencers cannot be engaged by a therapeutic goods company to share their personal experience using a therapeutic product, including sunscreens, protein powders, vitamins supplements, skincare, skin lightening products, and medicines.
“Testimonials are not permitted by those involved in the production, sale, supply or marketing of the goods,” the TGA state on their official website. “This includes influencers who are engaged by a therapeutic goods company to promote the goods.”
This means that while influencers can go on to share their experience with, for example, an SPF 50+ sunscreen from Mecca — registered with the TGA as a therapeutic good — they can’t profit from it.
On their website, the TGA includes some stern words for influencers: “Your social media posts may have an impact on your followers’ beliefs, attitudes, preferences and behaviours. Your comments about therapeutic goods can influence consumers’ choices. Therapeutic goods should be chosen on the basis of clinical need, not through the persuasion of influencers.”
While the new requirements don’t seem reasonable — ultimately they’re just bringing influencers in line with the requirements faced by any other advertiser — it’s likely to heavily impact influencers who rely on income from sponsored content and paid partnerships. The new rules also apply retroactively, meaning that influencers who have relied on paid testimonials in the past will have to scour through their feed and delete any offending content.
Advertisers have until 30 June 2022 to adhere to the new requirements, though the TGA is encouraging that they do so right away.