Právní nauka

Misleading and Comparative Advertising Directive, Article 2 Misleading and Comparative Advertising Directive, Article 2 Misleading and Comparative Advertising Directive, Article 3 Misleading and Comparative Advertising Directive, Article 3 Unfair Commercial Practices Directive, Chapter 1, Article 2 Unfair Commercial Practices Directive, Chapter 1, Article 3

The article looks at the influence of influencers, who operate mainly on social networks and other platforms where audio-visual content can be posted. They often use the power of their influence to purposefully create and publish (unlabelled) advertising content, the recipients of which are so-called followers, and social media users who subscribe to the influencer's content. A follower, where the influencer does not label the advertisement, can be considered a consumer who is exposed to the advertisement without knowing that the message is a commercial message. The follower, therefore, does not perceive the product information with the same degree of reserve as he would have done if he had known it was an advertisement. There is thus effectively a direct effect of hidden advertising on the consumer.