Influencer marketing: unfair commercial practices from the perspective of advertisement disclosure regulations

Abstract

The problem under analysis of this research is to discover what regulation of deceptive commercial practices are present in the field of the influencer marketing as social media influencers don’t always comply with the need for advertisement disclosure that is needed to protect the consumers. The main objective of this research is to analyse laws, regulations and cases that address unfair commercial practices in the field of influencer marketing from Italy, Germany, Nordic countries, Belgium, France, Switzerland, United Kingdom, United States, Canada, Australia, and United Arabian Emirates. The results of the research reveal various ways of how advertisement disclosure in the field of influencer marketing can be regulated and provides recommendations for the improvement of this field in Latvia.