Competition Commission of Pakistan warns content creators against false endorsements

ISLAMABAD: The Competition Commission of Pakistan (CCP) has warned influencers, content creators and advertisers against making false and misleading endorsements while advertising different products or services at various platforms. Similarly, it advised the consumers to remain vigilant and report any instances of deceptive advertising to the commission. The watchdog said it would take strict action against those engaged in deceptive marketing practices, under Section 10 of the Competition Act 2010. Influencer marketing has become an integral part of modern advertising strategies with social media platforms serving as key avenues for brands to reach their target audience. An influencer-driven marketing campaign is a promotional strategy that leverages the popularity, credibility and reach of social media influencers to endorse or promote a brand, product, or service. Online endorsements by celebrities play an important role in helping consumers make their shopping decisions.