PhotobookShop pays penalties for influencer reviews
Online photobook business PhotobookShop has paid $39,600 in penalties for misleading influencer reviews it posted on Instagram.
The Australian Competition and Consumer Commission (ACCC) launched an investigation into the company following a report from an influencer.
The investigation later revealed that the company commissioned influencers to produce reviews for social media between August 2024 and September 2025.
On 107 occasions, the business instructed influencers not to disclose that it had paid them with free PhotobookShop products for creating their review. The gifted products were valued at around $50 to $400.
“Businesses must not mislead consumers by posting misleading reviews or failing to disclose when an influencer has been paid to create social media content, whether that payment is free gifted products or services, or money,” said ACCC deputy chair Catriona Lowe.
“Influencers can be a powerful marketing tool, and the Australian Consumer Law applies as much to the digital world as it does to bricks and mortar retailers.”
The ACCC also found that PhotobookShop had edited an influencer’s review before posting to its Instagram page. The regulator alleged the edits changed the overall impression given by the review and appeared more favourable to the company.
“PhotobookShop’s misleading reviews may have caused consumers to buy PhotobookShop’s products when they would not have bought them based on the complete video review,” said Lowe.
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