Comercializarea influenţei. Reguli şi nereguli în influencer marketing

prof. univ. dr. Carmen Tamara UNGUREANU

ABSTRACT

The Internet has led to the migration of commercial advertising in the cyberspace, where professionals who seek to promote their products/services are forced to fight for the consumers’ attention. One form of online commercial advertising, which they use to a significant extent, is that carried out through influencers. These advertising providers commercialize their influence.

In order to present some of the legal issues stemming from the influencer marketing, the notions of ‘influencer’ and ‘influencer marketing’ will be clarified first. It will be then briefly explained how influencer marketing works and what the applicable rules are. Finally, irregularities or legally problematic situations in this field will be singled out, by referring to the case law, including the national one.

Keywords: influencer, influencer marketing, surreptitious advertising, misleading...