Hoogenraad & Haak
2 Experts
1 Contributions by Hoogenraad & Haak Experts
PRACTICE NOTES
This Practice Note is intended chiefly for brands looking to work with social media influencers (or other talent) on social promotions and advertising in the Netherlands. It also serves influencers and brand owners involved in advertising. It outlines the principal rules, codes and guidance, labelling and disclosure obligations, together with sanctions and oversight where disclosure is insufficient. It additionally addresses subsistence of copyright in sponsored material and key terms commonly found in the relevant agreements.
Influencer endorsement—key regulations, codes and guidelines
In broad terms, influencer endorsement is a marketing practice by an advertiser designed to prompt influencers to speak about a product or brand, at times following specific instructions from the advertiser. The influencer receives consideration for this activity, whether as payment or benefits in kind (for example, discounts or free products or services).
A recurring difficulty is separating advertising (to which
TMT
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