A new provision is being inserted into the AANA Code of Ethics requiring advertising and marketing communication to be "clearly distinguishable as such to the relevant audience". Influencers must ensure any paid content is marked and cannot "camouflage the fact that it is advertising". The practice of businesses working with influencers has come under increasing scrutiny, with Media Watch investigating influencers such as chef Matt Moran, who was paid to send tweets recommending Kangaroo Island and failed to disclose the payment. More recently author and entrepreneur Zoe Foster Blake was criticised for posting a photo to Instagram of her fridge filled with YouFoodz products that she received for free.

http://www.smh.com.au/small-business/trends/crackdown-on-social-media-influencers-20170227-gum64a.html