influencer marketing

The Consumer Protection Service (CPS) and the Advertising Control Agency (ACA) signed a 5-year memorandum of understanding to inform consumers about the commercial intent of influencers’ posts on social media. They aim to educate businesses, consumers, and influencers on the necessity of clear promotional disclosures in posts, establishing rules for these disclosures to be easily understandable across various content forms on platforms like Instagram, YouTube, Facebook, and TikTok. The ACA has also created a Guide for Influencer Marketing, recognized by the Ministry of Health as a best practice. This initiative responds to the significant growth of influencer marketing and its impact on the digital economy, highlighted by the European Commission’s 2023 Sweep survey on influencers, which indicated the need for further actions in this domain.