Stricter advertising rules to also apply to smaller influencers
Stricter advertising rules will soon apply to a much larger group of content creators. Until now, the Dutch Media Authority (CvdM) has only applied the rules to influencers with 500,000 or more followers. But from next month, the authority will scrap the followers threshold.
As of June 16, the stricter advertising rules will apply to all video uploaders registered with the Chamber of Commerce who have an account on YouTube, Instagram, or TikTok. The content creators must have posted at least 24 videos in the past 12 months and earned from them, either in the form of money or free products.
The stricter rules state that the influencers must ensure that the advertising in their videos is recognizable as such. For example, they must place indications like “advertisement” or “paid promotion” when they advertise something.
According to the CvdM, it was always its intention for smaller influencers to fall under the stricter rules, because they also pose risks. The regulator is specifically concerned by the increasing popularity of “micro influencers” with fewer than10,000 followers.
“We conduct risk-driven supervision, so that we as a supervisory authority are agile and flexible and can intervene where we see the greatest risks. For example, when it comes to the protection of minors,” CvdM chair Amma Asante said.
