Online influencers and livestreamers found guilty of promoting products using false or misleading claims could face fines from NT$50,000 to NT$25 million (US$1,623 to US$811,425) under new Taiwan Fair Trade Commission rules announced on Wednesday.
Under the amended guidelines, online advertisers who promote misleading or false product information could face punishment for contravening Article 21 of the Fair Trade Act (公平交易法), the commission said in a statement.
Online advertising refers to the dissemination of relevant information on goods or services by enterprises through digital media for the purpose of marketing, it said.
Photo: CNA
Such advertisements include those posted on company Web sites, e-commerce platforms, online stores and social media, as well as e-mail campaigns, it added.
In addition, online influencers or streamers who promote or sell products or services could be deemed as the sellers regardless of whether the offerings are their own or are provided by others, the commission said.
If the advertising content is false, the online promoter would be identified as the advertiser and deemed to have contravened the act, it said.
Even if the person promoting the product is only a hired spokesperson and not the seller, the endorser must also bear liability for providing joint compensation with the supplier if they are found to have made false or misleading claims, the commission said.
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