The current rules for influencer marketing appear to fall short in protecting children and young people. They often have difficulty recognizing this form of advertising. This is evident from the literature study ‘Sponsor mention by influencers’, which was carried out by Centerdata at the request of the Collaboration Platform for Digital Supervisors (SDT). The collaboration platform consists of the Consumer & Markets Authority, the Dutch Data Protection Authority, the Media Authority, the Financial Markets Authority and the National Digital Infrastructure Inspectorate.
When influencers promote products, they must be transparent about this. In many cases, they are required to include a sponsorship statement with their message, stating that they will receive compensation or another benefit for this message. The research clarifies how such a sponsorship disclosure can best be designed. The more striking the sponsorship mention, the better: this means that followers are more likely to notice the mention.
Source: www.emerce.nl
