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New guidelines for influencers


Office of Competition and Consumer Protection (UOKiK) is finalising guidelines for influencers on the labelling of sponsored material. 
It is planned to develop common guidelines to help social media users conduct their marketing activities in compliance with the law.
Currently, consultations are held with the influencer marketing working group IAB Poland with the institutional support of SAR and the Advertising Council. The planned stage of the work is also to collect opinions of the users themselves. By now, on the UOKiK's profile on Instagram, consumers can find # practical tips to make informed choices and suggest what to pay attention to.
According to the Office's position, each advertisement should be marked, e.g. #advertisingpartnership, (advertisement), [advertisement] "Advertising material commissioned...", #materialssponsored, (sponsored post). In the absence of such labelling and a simultaneous suspicion that the post is an advertisement, UOKiK appeals to report the post to scam|| data-attribute-index="16" segoe="" style="box-sizing: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); font-size: 14px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); background-color: rgb(255, 255, 255); text-decoration: var(--artdeco-reset-link-text-decoration-none); font-weight: var(--font-weight-bold); border: var(--artdeco-reset-link-border-zero); color: var(--color-action); touch-action: manipulation; position: relative; font-family: -apple-system, system-ui, BlinkMacSystemFont, " ui=""|scam|

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