HiSmile fined $138,600 for social videos where staff posed as “random shoppers”
HiSmile has paid a total of $138,600 in penalties, removed the videos in question, and agreed not to post videos of this nature in the future.
Popular toothpaste brand HiSmile has paid more than $138,000 in penalties over social media videos featuring what appeared to be “random shoppers” trying HiSmile products, but were in fact HiSmile employees.
In the videos, the shoppers were shown trying HiSmile products and being pleased with the results.
The Australian Competition and Consumer Commission (ACCC) issued HiSmile with seven infringement notices over the videos, which it alleged contained false and misleading representations.
At the same time, the ACCC also alleged that social media videos for HiSmile’s Glostik Tooth Gloss product, which has now been discontinued, may have also duped shoppers.
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