Australian celebrities at risk from new influencer rules

The celebrities at risk from new influencer rules

Words: Natasha Robinson Producer: Louise Starkey

A handful of Australian celebrities including Ada Nicodemou, Jules Sebastian, Elsa Pataky, Lara Worthington and Chris Hemsworth have been identified as the influencers most used to flog vitamins, teeth-whitening products and sunscreen.

The vitamins companies Swisse and Nature's Way made the most use of influencers, while the sunscreen manufacturers Ultra Violette and Natio also heavily engaged the celebrities. Picture: Instagram | Chris Hemsworth

Jane Scandizzo, of Netflix's Yummy Mummies, Home and Away's Ada Nicodemou, and designer Jules Sebastian were the influencers with the most reach engaged by Nature's Way, which engaged 100 Australian influencers who shared 125 posts, reaching 646,000 people. Picture: Instagram | Jane Scandizzo Picture: Instagram | Ada Nicodemou Picture: Instagram | Jules Sebastian

Swisse engaged with 76 Australian influencers on Instagram the past six months, who shared 117 posts, with an estimated campaign reach of 1.1 million people. The vitamin company spent an estimated $270,000 paying influencers. Video: Instagram | Lara Worthington

Sunscreen company Ultra Violette was the brand that engaged with the most influencers in the past six months, ­engaging with 327 Instagram ­influencers who made 676 posts, reaching an estimated audience of 2.6 million people.

The companies and influencers will be caught out by new Therapeutic Goods Administration rules which ban influencers from receiving cash or freebies for giving personal testimonials about therapeutic goods. They will still be allowed to promote products, but must do so in general terms. Video: Instagram | Sophie Monk

We don’t believe that it will stop brands from working with influencers... Influencer marketing shows excellent return on investment in this particular category and, with a few tweaks to how the content is worded, there shouldn’t be any major disruptions.

“ “ Alexander Frolov HypeAuditor CEO and co-founder

Under new TGA rules, anyone receiving "valuable consideration" for their testimonials are taken to be persons who are involved with the production, sale, supply or marketing of the goods, hence falling under the rules. Video: Instagram | Miranda Kerr

The celebrities at risk from new influencer rules

We don’t believe that it will stop brands from working with influencers... Influencer marketing shows ­excellent return on investment in this particular category and, with a few tweaks to how the content is worded, there shouldn’t be any major disruptions.

We don’t believe that it will stop brands from working with influencers... Influencer marketing shows excellent return on investment in this particular category and, with a few tweaks to how the content is worded, there shouldn’t be any major disruptions.