Tomsem Consolidated Pty Ltd, operating as PhotobookShop, has faced penalties totaling $39,600 after the Australian Competition and Consumer Commission (ACCC) issued two infringement notices for misleading influencer reviews posted on Instagram.

The investigation was initiated following a report from an influencer who raised concerns about a written agreement that instructed them not to disclose receiving a photobook in exchange for their review. ACCC Deputy Chair Catriona Lowe emphasized that businesses must not mislead consumers by failing to disclose paid partnerships, whether through monetary compensation or gifted products.

Between August 2024 and September 2025, PhotobookShop commissioned influencers to create reviews and instructed them on 107 occasions not to disclose that they were compensated with free products. The value of these products ranged from $50 to $400.

In one instance, an influencer's review was edited to remove negative comments about the user experience with PhotobookShop’s AI assistant tool. The ACCC alleges that these edits misrepresented the influencer's overall impression, leading consumers to believe the review was more favorable than it actually was.

Ms. Lowe stated that misleading reviews could lead consumers to purchase products they might not have otherwise considered. The ACCC has prioritized issues related to deceptive advertising practices in the digital economy and plans to release guidelines for influencers outlining their obligations under Australian Consumer Law.