Hismile has been fined $138,600 by Australia’s consumer watchdog for using staff to create fake reviews, according to reports from The West Australian and PerthNow. The companies say the watchdog found that employees were directed to participate in review activity that was presented publicly in a way designed to promote Hismile’s products. Both outlets describe the fine as a penalty for conduct involving social media or online promotional reviews rather than a separate product or safety issue.
The reports do not provide further detail on how the reviews were collected, where they were posted, or whether any broader compliance measures were ordered, but they agree on the key outcome: the fine amount and the watchdog’s allegation that employees were involved in producing reviews that were not genuine in the way represented to consumers. The accounts present the fine as the regulator’s response to misleading review practices connected to marketing activity.
