The growth of digital marketing has come with a concurrent rise in fraudulent dealings and unfair commercial practices in the online business space. On Twitter, complaints of a customer receiving inferior goods upon delivery are now commonplace. This is usually couched in the popular internet parlance: What I ordered vs What I got.
The 2020 Influencer Compensation Report, a novel study on sub-Saharan Africa, disclosed that about 86% of the consumers surveyed are more likely to rely on social media influencers for credible information on brands and products. As more brands continue to engage the services of social media influencers, their roles as intermediaries and potential legal liabilities for false advertising, along with their principals, might arise…..
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