Children cannot differentiate between influencer adverts and honest content: Regulators

Digital regulators want more measures in place that make it easier and clearer for minors to recognize influencer advertisements and sponsored content. The current rules for influencer marketing falls short in protecting children and young people, which has difficulty recognizing this form of advertising, according to research by Centerdata commissioned by the Digital Supervisory Board Collaboration Platform (SDT),

When influencers promote products, they often have to mention in their message that they received compensation or another benefit for the promotion. Children and young people are less able to recognize advertising, and if they do recognize it, they look at it less critically, according to the research.

This can be problematic and can make them more susceptible to influence, said the digital watchdogs. Amma Asante, who chairs the Dutch Media (CvdM), said she wants smaller influencers to also fall under the national Media Act, and thus under the supervision of the CvdM.

“The research shows that sponsorship mentions are certainly also important for messages from influencers with a smaller reach.” She also proposed that schools devote more attention to media education.

In addition to the CvdM, the collaboration platform consists of the Netherlands Authority for Consumers & Markets (ACM), the Dutch Data Protection Authority (AP), the Netherlands Authority for the Financial Markets (AFM) and the National Inspectorate for Digital Infrastructure.