Social Media
ACCC fines PhotobookShop $39,600 for undisclosed influencer marketing in Australia
Australia’s ACCC fined PhotobookShop $39,600 for failing to disclose paid influencer promotions and editing reviews. The action highlights the importance of clear influencer marketing disclosure under Australian Consumer Law and marks the first penalty of its kind in Australia.
PhotobookShop was fined $39,600 by the ACCC for undisclosed influencer promotions and edited reviews, reinforcing Australian Consumer Law requirements for clear advertising disclosure on social media.
Key Highlights
- ACCC fined PhotobookShop $39,600 for undisclosed influencer marketing in Australia.
- Influencers were instructed 107 times not to reveal gifted products.
- Edited reviews removed negative comments before being posted.
- ACCC emphasises Australian Consumer Law applies to social media advertising.
- PhotobookShop is headquartered in Victoria and founded by Peter Thomas in 2009.
Australia’s Australian Competition and Consumer Commission (ACCC) has fined PhotobookShop $39,600 for failing to disclose paid influencer promotions and for editing social media reviews. This represents the first penalty in Australia specifically addressing hidden influencer marketing practices.
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PhotobookShop is an Australian-based online retailer headquartered in Reservoir, Victoria. Founded in 2009 by Peter Thomas, the company provides personalised photobooks, canvases, calendars, puzzles, and other printed products. It operates a Melbourne-based manufacturing facility and serves customers across Australia.
Undisclosed Influencer Posts
Between August 2024 and September 2025, the ACCC found PhotobookShop instructed influencers on 107 occasions not to disclose they had received free products valued between $50 and $400. Many agreements explicitly discouraged influencers from indicating that the products were gifted or sponsored.
The ACCC also found that at least one review was edited to remove negative comments, giving consumers a more positive impression. The regulator said these actions misled audiences and breached the Australian Consumer Law.
Regulatory Statements
ACCC Deputy Chair Catriona Lowe said Australian consumer law applies to influencer marketing just as it does to traditional advertising. She stressed that businesses must clearly disclose paid or gifted arrangements to avoid misleading consumers. The ACCC has confirmed it will release updated guidance for brands and influencers on disclosure obligations.
Following the ACCC’s action, posts involving PhotobookShop products now clearly label content as sponsored or gifted. The company did not publicly comment on the fines.
FAQs
Q1. Why did the ACCC fine PhotobookShop?
For failing to disclose paid influencer content and editing a review to remove negative feedback.
Q2. How much was the fine?
PhotobookShop was fined a total of $39,600 by the ACCC.
Q3. Which law governs influencer disclosure in Australia?
The Australian Consumer Law requires clear disclosure of paid or gifted promotional content.
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