#Ad compliance and responsibility
The dark side of influencer marketing
DOI:
https://doi.org/10.14267/VEZTUD.2024.10.03Keywords:
influencer marketing, native advertisement, paid contents, consumer protection, misleading consumersAbstract
Social media influencers’ use of sponsored content as native advertising can be misleading and unfairly influence consumer choice. This study aims to identify factors that contribute to the successful and ethical implementation of influencer marketing, as well as how to meet the necessary requirements. Using a case study method, the study analyses five resolutions of the Hungarian Competition Authority, which deemed paid content promoting various companies on social media as misleading. The study focuses on the recognisability of advertising and the liability of the actors involved in the communication practice. Although there are clear and internationally similar guidelines of labelling used in indications, there is no uniform practice for the placement of disclosures in the absence of specific rules. The research emphasises the need for guidelines for intermediary markets to objectively meet obligations in influencer marketing campaigns, indirectly contributing to the success of influencer marketing by avoiding unfair commercial practices.
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