Australia’s consumer regulator has warned social-media influencers that paid promotions on TikTok must be clearly identified as advertising, following concerns over posts promoting workout supplements. The action matters because unclear endorsements can make commercial content appear to be genuine personal advice, potentially misleading consumers about products they may buy.

The warning follows glowing videos by streamer and influencer XQC promoting a supplement brand without an obvious disclosure that the content was paid for. The Australian Competition and Consumer Commission said influencers, advertisers and platforms all have responsibilities to ensure marketing is transparent, and indicated it would monitor compliance and take enforcement action where necessary.