In the case of violations of the ‘normal’ advertising rules, we mainly see that advertisers are addressed for the Responsibility from advertiser to influencer violation of the influencers, although more and more influencers themselves are also being addressed. In these rules, both parties are also explicitly responsible for compliance.
The rules of the Media Act are explicitly intended for the video uploaders. They must ensure that the list to data commercial expressions are displayed correctly. If this goes wrong, the advertisers cannot be held liable for this on the basis of the Media Act. Of course, still on the basis of the Civil Code via self-regulation or by enforcement by the ACM.
Influencers will therefore
A have to professionalize. After all, they are not ordinary entrepreneurs, but have to comply with more rules because of their reach.
Consumer protection rules
Many influencers find it a lot of hassle. It feels like bullying an influencer. After all, it creates extra administrative burdens and they have to join various parties, to which they also have to pay fees. Of course, not every influencer with such a reach earns the same amount of money, which makes them annoyed by these obligations.
However, the rules are not there
A to bully the influencer. And indeed, it does not take into account their income. That is because a familiar vicious circle? the rules are there to protect consumers. The greater the reach, the greater the responsibility. And with that responsibility and that reach, perhaps also comes that you know how to negotiate sufficiently about the search engine optimization mails compensation Responsibility from you receive to use your reach for commercial purposes of yourself and others. Then those compensations that have to be paid may suddenly no longer be such a problem.