Let’s regulate influencer advertising, online consumer reviews – Prof. Oppong
He argues that these forms of advertising tactics can sometimes be manipulated to deceive consumers and damage businesses, as they are largely unregulated.
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Professor Richard Frimpong Oppong, a law professor at the California Western School of Law and a fellow of the Ghana Academy of Arts and Sciences has indicated that celebrity or influencer advertising, as well as online consumer reviews, both forms of advertising in e-commerce, need targeted regulation.
He argues that these forms of advertising tactics can sometimes be manipulated to deceive consumers and damage businesses, as they are largely unregulated.
“The Protection Against Unfair Competition Act, 2000 does not go far enough to regulate such reviews and ratings, especially those emanating from individuals,” he explained.
He was speaking on the final day of the 55th series of the J.B Danqauh Memorial Lectures on the topic, ‘Consumer Protection in the Digital Marketplace and Work on Digital Labour Platforms.’
“The challenges to consumer protection in the digital marketplace go beyond digital content. Advertising in the digital market, the process of contracting, contractual terms, and dispute resolution are all engaged. Advertising is a common business practice in both the digital and traditional marketplace, and the existing laws can work for both,” he said.
He noted that even though sections 46-54 of the Electronic Transactions Act are specifically devoted to consumer protection, these sections do not impose minimum standards of conduct on suppliers of goods and services in the digital marketplace.
“I argue that this is inadequate to protect purchasers of goods in the digital marketplace. The legislators’ assumption appears to be that the substantive obligations imposed on sellers of goods by statute law and the common law are adequate. This is wrong because, as noted above, the Sale of Goods Act was not enacted for our digital age.”
