Legal Guidance and Research / Experts / Alexandra Ciarnau
Alexandra Ciarnau#7693
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Mag Alexandra Ciarnau

DORDA Rechtsanwälte GmbH
Alexandra is lawyer in the IT/IP team and a member of the Digital Industries Group at DORDA. She focuses on IT, data and consumer protection and innovative digitalisation projects in the areas of artificial intelligence, blockchain, virtual reality & Co. She is speaker at seminars and co-author of books in the field of IP, sustainability law and unfair competition law.

Practice Area

Panel

  • Contributing Author

Qualified Year

  • 2015

Year Taken Silk

  • 2021

Experience

  • Austrian Business Law Firm, Trainee and international associate (2013 - 2015)

Membership

  • Women in AI Austria, legal lead
  • Blockchain Practice Group by Austrian Chamber of Commerce
  • Digital Society
  • Circular Economy Forum Austria

Education

  • University of Vienna, Mag iur (2015)
  • Bar Exam (2019)

1 Contributions by Alexandra Ciarnau

Austria: influencer marketing compliance: labelling duties, remuneration, Audiovisual Media Services Act rules, sanctions and key influencer agreement clauses, with EU DSA considerations
PRACTICE NOTES
Austria: influencer marketing compliance: labelling duties, remuneration, Audiovisual Media Services Act rules, sanctions and key influencer agreement clauses, with EU DSA considerations
Labelling requirements—the legal framework This Practice Note is directed chiefly at companies looking to engage influencers for social marketing campaigns and advertising activities in Austria. It covers: Labelling rules—the underlying legal framework The concepts of “remuneration” and “lack of clarity of promotional purposes” How to label promotional content appropriately Requirements under the Audiovisual Media Services Act Sanctions and associated risks Written agreements with influencers The outcome of a campaign depends not only on the quality and price of goods and services, but also on how they are promoted. Striking advertising is therefore decisive. To reach broad audiences and distinct target groups, companies complement self‑marketing by using influencers for their testimonials. This brings multiple advantages: customers of varying ages, backgrounds, mindsets and individual needs can be addressed directly by an authentic role model with a large follower base at relatively modest cost. By skilfully combining objective reporting with advertising, influencers cultivate particularly strong trust within their communities. Nevertheless, this raises legal issues relevant not only for the influencer but also for brands advertising through testimonials...
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