Influencer marketing: businesses and influencers must be transparent when advertising on social media
“When navigating the digital marketplace, consumers often rely on the opinions shared by influencers. To make informed purchasing decisions, consumers must know if these opinions are independent or an advertisement.
Ensuring truth in advertising in Canada’s digital economy is a priority for the Competition Bureau.”
Commissioner of Competition
Advertisers may pay or compensate influencers to create and share content that feature their products or brands.
The Competition Act applies to influencer marketing just as it would to traditional forms of advertising.
The deceptive marketing practices provisions of the Competition Act apply to anyone who is promoting a product, service, or any business interest, and those who do not comply may face significant penalties.
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The Competition Bureau, as an independent law enforcement agency, ensures that Canadian businesses and consumers prosper in a competitive and innovative marketplace.
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