McGregor & Jackson Face Scrutiny in CCPC Crackdown on Influencer Marketing
The Competition and Consumer Protection Commission (CCPC) is increasing its oversight of social media endorsements, issuing compliance notices to high-profile figures like Conor McGregor and Suzanne Jackson for failing to adequately disclose sponsored content. This action signals a broader effort to ensure transparency in influencer marketing and protect consumers from deceptive advertising practices.
The CCPC’s recent enforcement actions highlight a growing concern over the lack of clear labeling on promotional posts, particularly on platforms like Instagram. McGregor, the former mixed martial arts fighter with over 46 million followers, received a notice for failing to disclose the commercial nature of posts promoting Forged Irish Stout. He was directed to clearly identify all future paid promotions using labels such as “Ad,” “#ad,” or “sponsored.”
According to the CCPC, McGregor must comply with these directives by January 1st, with a warning that his social media channels will be subject to further inspection. A compliance notice compels individuals and businesses to rectify identified breaches of consumer protection law, carrying potential fines of up to €5,000 or even imprisonment for non-compliance.
“Whether you’re a retailer, a publican or an influencer, you must comply with consumer law,” stated a CCPC spokesman. “Our officers carry out hundreds of instore and online inspections, sweeps and investigations every year, assessing thousands of products and transactions to make sure consumer rights are upheld across the economy.”
The crackdown extends beyond McGregor. Social media influencer and businesswoman Suzanne Jackson, boasting nearly 300,000 followers, was also issued a compliance order for similar violations related to content promoting the Sosu cosmetics brand. She has been instructed to properly tag all future commercial posts to ensure transparency, with her accounts also facing ongoing monitoring.
These two cases were among 18 new enforcement actions taken by the CCPC across several counties, including Cork, Donegal, Dublin, Mayo, and Offaly. Beyond influencer marketing, the CCPC also targeted traditional businesses. Circle K outlets in Dublin were fined for failing to display product prices, as was Flannels in Cork. The Dublin Mint Office received three compliance notices for unfair contract terms, misleading website information, and a lack of essential consumer details. Additionally, The Auld Dubliner and Fitzsimons pubs in Dublin were cited for failing to display price lists.
The CCPC is actively pursuing increased enforcement capabilities, anticipating the introduction of direct fining powers. “The ability to issue significant fines is an essential addition to our enforcement toolkit,” the spokesman added.
This wave of enforcement actions underscores the CCPC’s commitment to upholding consumer rights in the evolving digital landscape. Teams from the CCPC will “be actively monitoring compliance by these traders. Failure to obey a compliance notice is an offence, and we will prosecute those who do not correct their practices.”
