When Canadian Influencers Promote What They Shouldn’t
With social media acting as a megaphone for anyone looking to amplify their voice, it’s hard to scroll through these apps without seeing influencers trying to pitch or sell the next big thing. You might be familiar with the detox teas that promise the perfect figure or crowdfunded gadgets that never ship or don’t resemble anything like the marketing shows. These products and services can sometimes seem too good to be true and may turn out to be misleading to their followers. While social media platforms can be fantastic places to discover innovations and experiences, shady influencers can give the whole space a bad name.
Especially in Canada, where consumer protections and advertising rules are taken seriously, influencers who treat disclosure requirements like optional fine print are playing with fire. Not only do they put their followers at risk, but they can also land themselves in legal trouble. For every creator who does approach sponsorships responsibly, another is chasing them simply for the cash.
Examples of Risky Recommendations
While some products are nothing more than hype, others put health, finances, or trust on the line.
Crypto and Empty Promises
In recent years, cryptocurrency has been one of the flashier and riskiest categories for influencer promotions. Streamers and social media personalities often promote unregulated platforms or high-risk coins and promise the world. Perhaps it’s because of the lucrative payment in return or because they don’t know much about what they’re showcasing. Either way, they usually downplay the real risks, and investors tend to end up empty-handed. Logan Paul’s CryptoZoo project is a textbook case that resulted in a class action lawsuit.
Miracle Diets That Don’t Deliver
With Instagram and similar platforms being a constant parade of fit bodies and perfect faces, miracle diet products are practically irresistible to followers. Especially if they’re promoted by influencers with ideal appearances who claim to have followed these diets or used certain products, they become even harder to pass up. Products are often paired with before-and-after photos and glowing testimonials, but the reality is that they may be sponsored to sell an illusion. Think diet teas, fat-burning supplements, and unregulated hormone boosters. Claims about health and wellness can directly affect consumers’ safety and well-being.
Get-Rich-Quick Schemes
Get-rich-quick schemes have been around since the early days of pyramid schemes and mail-order scams, but social media has given them a massive and targeted audience. These schemes could range from investment clubs and online courses to even mobile apps that send money directly to your bank account. With the rise and regulation of mobile casino apps in Canada, influencers have started promoting gambling, but not always responsibly. When framed as a get-rich-quick method, promotions can attract followers who are chasing instant wealth rather than entertainment.
Playing by Canadian Regulations
Although influencers might not be considered in the same boat as advertisers, the law sees them as one. After all, they’re promoting products and services in exchange for some type of compensation, whether free products or money. The Competition Bureau’s guidelines require influencers to disclose any sponsorship or affiliate relationships, and so do platforms like Instagram. Influencers on Instagram need to use the “Paid Partnership” tag for sponsored posts and should make it clear that the content is a paid promotion.
But, of course, following Instagram’s rules doesn’t replace Canadian advertising law. Making misleading claims is also against guidelines, especially when it comes to sensitive industries like health and wellness or gambling. Influencers who skirt over the rules and use vague language to describe themselves and their relationship with sponsors toy with the audience’s perception and reality.
That’s why following regulations is the way to go, not just for legal reasons, but also to protect consumers’ and influencers’ reputations.
Entertainment vs. Exploitation
Influence promotions walk a fine line between entertainment and exploitation. Not every exciting and eye-catching post is harmful, as some are genuinely meant to promote a useful new app or experience. Marketing still needs to happen, and influencer reach is a fantastic vehicle when used responsibly and with transparency. Making it clear that the promotion doesn’t feature hidden motives and misleading persuasion can make the difference between building a loyal brand following and getting into serious trouble.
Canadian regulations are designed to prevent this kind of harm, with terms surrounding risk disclosure and responsible promotion. It’s all a case of putting honesty first.
Guiding Followers Safely
Rather than ditching the idea of “influencing” altogether, influencers need to guide their audiences with care. Since followers often trust creators more than brands and traditional advertisers, recommendations carry extra weight. Influencers should only promote products they deem safe or worthy that they would only use themselves and explain them to audiences honestly. In turn, audiences get to navigate and enjoy an online space without noise and half-truths.
Keeping It Real
For every sponsored post, influencers can use this as a checklist:
- Learn the product: Research the company, user reviews, and what the product or service is all about. You should be able to manually test it yourself to confirm that the marketing aligns.
- Confirm licensing: For sensitive products, such as those in the medical field, verify whether the company is licensed and regulated in Canada.
- Avoid exaggerated or misleading claims: Don’t promise any guaranteed returns and stick to real facts and personal experience.
- Show real outcomes: Include a true timeframe for before-and-after photos and use disclaimers where appropriate.
In the long run, influence means little without integrity, and audiences can tell who’s in it for a paycheck from a mile away.
Disclaimer
This article is for informational and educational purposes only and does not constitute legal, financial, medical, or professional advice. Examples mentioned are for awareness and discussion and do not imply wrongdoing by all influencers or brands. Readers should always conduct their own research and use personal judgment before making any decisions based on online promotions.
