"There was a lot of confusion around this article as the headline was purely to create "clickbait". After reading the legislation and speaking with our key clients in this space i.e. Naked Sundays and JS Health we are confident that our creators can continue to work with TGA listed products. From my understanding the focus will be around the messaging/communication of the briefs. I don't believe influencers will be able to speak to their personal experience anymore but more so shift the messaging towards the facts of the product." - Kat Moses, Director
As recently reported by several major news outlets, The Therapeutic Goods Association (TGA) released updated information that referenced payment and/or perks could no longer be received on skincare products that claim to have health benefits. According to the TGA, “consumers rely on therapeutic goods for their health,” and therefore a higher ethical standard should be adhered to when it comes to advertising.
As seen on The Australian’s Instagram account, the products called out include sunscreen, protein powder, vitamins, supplements, skincare for acne, medicines and skin-lightening products. While the initial headlines spiked a furor within the beauty industry, further investigation resulted in more details coming to light, explains MGMT founder Kat Moses. “After reading the legislation and speaking with our key clients in this sector, including the likes of Naked Sundays and JS Health, we are confident that our creators can continue to work with the TGA-listed products,” she says. “It is my understanding that the focus will be around the messaging and communication of briefs [from the brand/client to the influencer]; I don't believe influencers will be able to speak to their personal experience with these products, and instead shift the messaging towards the facts of the product.”
With influencer marketing often considered a leading strategy for both smaller organisations and global corporations alike, Moses says she’s interested to see how these changes will affect the ROI for businesses who have held long-term influencer partnerships for these products. “These influencers have been able to build trust amongst their audiences over a number of years by speaking to their personal experience of products versus engaging with new influencers who won’t be able to replicate this. Instead, they will have to promote the products from a purely factual standpoint, rather than a tried-and-true testimonial.”
With all content required to be removed before July 1, 2022, including pre-existing content, this new approach will provide a twist on the traditional influencer dynamic. “The entire reason you engage an influencer is to access their trusted audience; it's going to be hard to do that now,” adds Moses. “I don't see it making a big impact on the audiences of long-term influencer partners, as they will have already been exposed to the product over a longer duration of time.”
Watch this space.